New Product
StrategyConvergent point:
IDEA
GENERATIONResearch andDevelopment Suppliers Marketing Customers EngineeringDesign ManufacturingChanges to
product linesCompetitor analysis,
market forecasts
and trendsR&D projects
(ongoing)Specific demands
and potential
improvementsEngineering design
projects
(ongoing)Process
improvement project
(ongoing)Market potential,
Competitive
comparisons,
Initial budgetsSpecification
of
likely changesFeasibility studies,
Time projection(s),
Initial specificationsConvergent point:
IDEA(S)
EVALUATIONModifications
to ideas,
Preference inputsEngineering design,
Feasibility studies,
Time projection(s)Capital and
plant
implicationsFuller market
assessment, Concept
testing/positioning,
Price indicationsEvaluation of the
implications of
alternative
concepts in terms of
resources and costCollaboration on
concepts may be both
technical and
commercialEarly design(s),
Cost of conceptsConvergent point:
CONCEPT
EVALUATION
AND CHOICEConvergent
point:
FULL BUSINESS
ANALYSISConcept developed
technically,
Cost of materialDevelopment work
on changes/new
products requiredModifications to
production process in
light of developmentIn-house and
functional
performance testPhysical product
developmentPhysical product
developmentMarketing and
launch planDevelopment of
required partsFigure 12.5 The multiple convergent process