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Innovation Strategy Management
Lecture 11
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Programme
Part 1 – The basis of Innovation
Part 2 – Innovation and New Product Development
Part 3 – Innovation and Technology development
Part 4 – Innovation and Intellectual Property
Part 5 – EU Green paper of Innovation
Part 6 – Innovation policies in different countries
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Part 2
Innovation and New Product Development
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Lecture 11: Managing the new product development team II
Organizational structures and the use of teams
The marketing R&D interface
High attrition rate of new products
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Organizational structures and the use of teams
Teams and project management
Functional structures
Matrix structures
Corporate venturing
Project management
Reducing product development times through computer-aided design (CAD)
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Functional company organization
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Functional company: diversification by product with centralized function
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Matrix structure at ICI
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Matrix structures
Provision of additional channels of communication
Increase in informal communication channels
Increase in information loads
Increase in diversity for individuals
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The marketing/R&D interface
The main barriers to an effective R&D/marketing interface have been found to be related to
perceptual,
cultural,
organizational
and language factors
(Wang, 1997).
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High attrition rate of new products
Product failures
Reasons
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As new product projects evolve and progress through each stage of development, many will be rightly cancelled or stopped for a wide variety of reasons. The failure of a product idea to be developed into a product is not necessarily a bad thing. It may save the company enormous sums of money.
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Product failures
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Reasons for new product failure
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Reasons for new product failure
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Functional approach to cross-functional back to functional
