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McGraw-Hill/Irwin
McGraw-Hill/Irwin
Copyright
2003 by The
McGraw-Hill Inc.,
Companies,
Inc. All Reserved.
rights reserved.
2003 The
McGraw-Hill
Companies,
All Rights
22-2
CHAPTER TWO
32-3
Figure 2-1
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Phase 1: Opportunity
Identification/Selection
Active and passive generation of new product
opportunities as spinouts of the ongoing business
operation. New product suggestions, changes in
marketing plan, resource changes, and new
needs/wants in the marketplace. Research, evaluate,
validate, and rank them (as opportunities, not specific
product concepts). Give major ones a preliminary
strategic statement to guide further work on it.
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62-6
72-7
82-8
92-9
2-10
10
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2-12
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Phase 5: Launch
Commercialize the plans and prototypes from
development phase, begin distribution and sale of the
new product (maybe on a limited basis) and manage
the launch program to achieve the goals and
objectives set in the PIC (as modified in the final
business plan).
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13
Figure 2.2
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Figure 2-3
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Figure 2-4
Concept searching
Concept screening
Concept testing
Business analysis
Product development (technical)
Use testing/market testing
90%
76%
80%
89%
99%
87%