Slide 12.
Chapter 12
New product development
Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
Slide 12.2
Figure 12.1 A variety of perspectives from which to analyse the development of new
products
Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
Slide 12.3
Figure 12.1 A variety of perspectives from which to analyse the development of new
products
Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
Slide 12.4
Figure 12.2 Main inputs into the decision-making process
Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
Slide 12.5
Figure 12.3 Ansoff matrix
Source: Adapted from I. Ansoff (1965) Corporate Strategy, Penguin, Harmondsworth; (1968) Toward a Strategy of the Theory of the Firm, McGraw-Hill, New York.
Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
Slide 12.6
Figure 12.4 New product development strategies
Source: S.C. Johnson and C. Jones (1957) How to organise for new products, Harvard Business Review, May–June, Vol. 35, 49–62.
Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
Slide 12.7
Figure 12.5 A product is multi-dimensional
Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
Slide 12.8
Table 12.1 Different examples of ‘newness’
Source: F.A. Johne and P.A. Snelson (1988) The role of marketing specialists in product development, Proceedings of the 21st Annual Conference of the Marketing Education Group,
Huddersfield, Vol. 3, 176–91.
Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
Slide 12.9
Table 12.2 A new product has different interpretations of new
Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
Slide 12.10
Figure 12.6 The average new product portfolio
Source: Adapted from A. Griffin (1997) PDMA research on new product development practices: updating trends and benchmarking best practices, Journal of Product Innovation
Management, Vol. 14, 429.
Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
Slide 12.11
Figure 12.7 Tauber’s growth matrix
Source: Tauber, E.M. (1981) Brand franchise extension: new product benefits from existing brand names, Business Horizons, Vol. 24, No. 2, 36–41.
Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
Slide 12.12
Figure 12.8 Saunders and Jobber’s phasing continuity spectrum
Source: Saunders, J. and Jobber, D. (1994) Product replacement: Strategies for simultaneous product deletion and launch, Journal of Product Innovation
Management, Vol. 11, No. 5, 433–50.
Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
Slide 12.13
Figure 12.9 Commonly presented linear NPD model
Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
Slide 12.14
Figure 12.10 Cash flows and new product development
Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
Slide 12.15
Table 12.3 The three main streams of research within the NPD literature
Source: S.L. Brown and K.M. Eisenhardt (1995) Product development: past research, present findings and future directions, Academy of Management Review, Vol. 20, No. 2, 343–78.
Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
Slide 12.16
Table 12.4 Customer roles in NPD
Source: Adapted from Nambisan, S. (2002) Designing virtual customer environments for new product development: Toward a theory, Academy of Management Review, Vol. 27, No. 3,
395.
Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
Slide 12.17
Figure 12.11 Over-the-wall model
Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
Slide 12.18
Mike Smith’s secret weapon: the salutary tale of ‘How not to design a
Figure 12.12
swing, or the perils of poor coordination’
Source: C. Lorenz (1990) The Design Dimension, Blackwell Publishing Ltd, Oxford.
Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
Slide 12.19
Figure 12.13 An activity-stage model
Source: From New Products Management, 5th edn (Crawford, C.M. 1997), © The McMcGraw-Hill Companies, Inc.
Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
Slide 12.20
Figure 12.14 A network model of NPD
Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
Slide 12.21
Figure 12.15 innocent’s own form of concept testing
Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
Slide 12.22
Table 12.5 Simple evaluation checklist
Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
Slide 12.23
Table 12.6 Smoothies brands (market value and market share)
Source: Mintel Group 2011 Smoothies, UK, 2010, Market share.
Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
