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Subject Overview
SUBJECT OVERVIEW
How to Use Your Study Pack .......................................................................... 2
Learning from the Workplace ......................................................................... 2
Synopsis ......................................................................................................... 5
Learning Outcomes ........................................................................................ 5
Content .......................................................................................................... 6
Resources....................................................................................................... 8
Assignment ...................................................................................................13
Academic Integrity: Avoiding Plagiarism, Collusion and Other Issues ............14
Online Library User Guide .............................................................................14
Online revision quizzes ..................................................................................15
Subject Overview
Subject Overview
Subject Overview
Subject Overview
Synopsis
Subject Code:
734NPM
10
AQF Level:
Graduate Diploma
Learning Outcomes
This table lists the learning outcomes for the subject and shows how they are linked with the
assessment.
Subject Overview
AQFs
Subject LO
categories
Knowledge
LOs
Skills LOs
Assessed in
written
assignment
Assessed in
exam
x
x
Content
1. Introduction to new product management
The importance of new products
What is a new product and what leads to success?
The strategic elements of product development
2. The new products process
The phases in the new products process
Evaluation tasks throughout the new products process
Speeding the product to market
New service development
New-to-the-world products
3. Opportunity identification and selection: Strategic planning for new products
New product strategy inputs and identifying opportunities
The product innovation charter
Product portfolio analysis: the new products strategic fit
4. Generating new product ideas and concepts
Creativity and the product concept
Important sources of ready-made new product ideas
Finding and solving customers problems
Subject Overview
5. Concept evaluation
The concept evaluation system
Concept testing
The full screen process
6. Sales forecasting and financial analysis for new products
The ATAR model
Sales forecasting
Financial analysis using Net Present Value (notes) (level B) [Note that the textbook
assumes that students are already familiar with net present value techniques in new
product financial evaluation (for example, see the case Bay City Electronics in
Chapter 11). Because students may not yet have covered NPV analysis or may not
fully appreciate how it is used in new product analysis, it is useful to cover the basic
issues of NPV analysis in some additional notes/slides.]
7. The new product protocol
The product protocol and its purposes
The protocols specific contents
The protocol and the voice of the customer
The protocol and quality function deployment
8. Creating and testing the new product
Designing products and services
Prototyping the design
Managing the interfaces in the design process
Product use testing
9. Strategic launch planning and management
Strategic launch planning
Branding and packaging decisions
Market Testing
Launch management
10. Managerial and public policy issues for new product development
The new product development team
Public policy issues
Protecting your new idea/design - patents and intellectual property protection ]
[Note that the textbook does not address this important area of new product
management in sufficient detail. It can be very useful to include some basic notes
and/or a short talk from a local patents expert to explain the basics of local and
international patent and intellectual property laws pertaining to new products.]
Subject Overview
Resources
Prescribed Text Book
Crawford, CM & Di Benedetto, C 2015, New Products Management, 11th edn, McGraw Hill,
New York (ISBN: 9780078029042)
Please note that the 10th edition (ISBN: 9780071289238) is also suitable.
Required reading of journal articles
Topic 1
Cooper RG 1999, rom experience: The invisible success factors in product innovation,
Journal of Product Innovation Management, vol. 16, pp. 115-133.
Cooper RG & Kleinschmidt, E 1987, New products: what separates winners from losers?,
Journal of Product Innovation Management, vol. 4, pp. 169-184.
Schneider, J & Hall, J 2011, 'Why most product launches fail', Harvard Business Review, vol.
89, no. 4, pp. 21-23.
Townsend, W 2010, 'Innovation and the value of failure, International Journal of
Management & Marketing Research (IJMMR), vol. 3, no. 1, pp. 75-84.
Topic 2:
Cooper, RG 2008, 'Perspective: The Stage-Gate Idea-to-Launch Process: Update, what's
new, and NexGen systems', Journal of Product Innovation Management, vol. 25, no. 3, pp.
213-232.
Cooper, RG 2014, 'What's next? After Stage-Gate', Research Technology Management, vol.
57, no. 1, pp. 20-31.
Topic 3:
Cooper, R & Edgett, S 2010, 'Developing a product innovation and technology strategy for
your business, Research Technology Management, vol. 53, no. 3, pp. 33-40.
Kester, L, Griffin, A, Hultink, E & Lauche, K 2011, 'Exploring portfolio decision-making
processes', Journal Of Product Innovation Management, vol. 28, no. 5, pp. 641-661.
Ofek, E, & Wathieu, L 2010, 'Are you ignoring trends that could shake up your business?',
Harvard Business Review, vol. 88, no. 7/8, pp. 124-131.
Subject Overview
Topic 4:
Antorini, Y & Muiz Jr., A 2013, 'The benefits and challenges of collaborating with user
communities', Research Technology Management, vol. 56, no. 3, pp. 21-28.
Boudreau, K & Lakhani, K 2013, 'Using the crowd as an innovation partner', Harvard Business
Review, vol. 91, no. 4, pp. 60-69.
Topic 5:
Martinsuo, M, & Poskela, J 2011, 'Use of evaluation criteria and innovation performance in
the front end of innovation', Journal of Product Innovation Management, vol. 28, no. 6, pp.
896-914.
Topic 6:
Bower, P 2012, 'Forecasting new products in consumer goods', Journal of Business
Forecasting, vol. 31, no. 4, pp. 4-30.
Kelleher, M 2012, 'The art and science of new product forecasting', Journal of Business
Forecasting, vol. 31, no. 4, pp. 17-34.
Topic 7:
Afshan, N, & Sindhuja, P 2013, 'Integration of Kano's model into Quality Function
Deployment: a review', IUP Journal of Operations Management, vol. 12, no. 2, pp. 48-56.
Goffin, K, Varnes, C, van der Hoven, C, & Koners, U 2012, 'Beyond the voice of the customer',
Research Technology Management, vol. 55, no. 4, pp. 45-53.
Topic 8:
Gobble, MM 2014, 'Design thinking', Research Technology Management, vol. 57, no. 3, pp.
59-61.
Marion, T & Friar, J 2012, 'Managing global outsourcing to enhance lean innovation',
Research Technology Management, vol. 55, no. 5, pp. 44-50.
Topic 9:
Bertini, M, Gourville, J & Ofek, E 2011, 'The best way to name your product 2.0', Harvard
Business Review, vol. 89, no. 5, p. 36.
Topic 10:
Subject Overview
Cleeren, K, van Heerde, H & Dekimpe, M 2013, 'Rising from the ashes: how brands and
categories can overcome product-harm crises', Journal of Marketing, vol. 77, no. 2, pp. 5877.
Germeraad, P 2010, 'Integration of intellectual property strategy with innovation strategy,
Research Technology Management, vol. 53, no. 3, pp. 10-18.
Wang, S, Guidice, R, Tansky, J & Wang, Z 2010, 'When R&D spending is not enough: The
critical role of culture when you really want to innovate', Human Resource Management, vol.
49, no. 4, pp. 767-792.
Reference Texts
Aaker, DA 1996, Building Strong Brands, The Free Press.
Aaker, DA 1991, Managing Brand Equity, The Free Press.
Baker, M & Hart, S 2007, Product Strategy and Management, 2nd edn, Prentice-Hall.
Bobrow, EE 1997, The Complete Idiot's Guide to New Product Development, Alpha Books,
New York.
Brown, SL & Eisenhardt, KM 1998, Competing on the Edge: Strategy as Structured Chaos,
Harvard Business School Press, Boston, Mass.
Christensen, CM 1997, The Innovator's Dilemma: When New Technologies Cause Great Firms
to Fail, Harvard Business School Press, Boston, Mass.
Coope,r RG 2001, Winning at New Products: Accelerating the Process from Idea to Launch, 3rd
edn, Perseus Books, Cambridge Mass.
Cooper, RG & Edgett, SJ 2005, Lean, Rapid and profitable New Product Development,
Product Development Institute.
Cooper, RG & Edgett, SJ 1999, Product Development for the Service Sector: Lessons from
Market Leaders, Perseus Books, Cambridge, Mass.
Ettlie, JE 2006, Managing Innovation: New Technology, New Products, and New Services in a
Global Economy, 2nd edn, John Wiley, New York.
Gorchels, L 2012, The Product Manager's Handbook, 4th edn, McGraw Hill.
Farris, PW, Bendle, NT, Pfeifer, PE, and Reibstein, DJ 2010, Marketing Metrics: The Definitive
Guide to Measuring Marketing Performance. Upper Saddle River, New Jersey.
Gruenwald, G 1997, How to Create Profitable New Products: From Mission to Market, 3rd
edn, NTC Business Books, Lincolnwood, Ill.
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Subject Overview
Hartley, J 1992, Concurrent Engineering: Shortening Lead Times, Raising Quality, and
Lowering Costs, Productivity Press.
Hisrich, RD & Peters, MP 1991, Marketing Decisions for New and Mature Products, 2nd edn,
MacMillan Publishing, New York.
Kahn, KB 2013, The PDMA Handbook of New Product Development, 3rd edn, Wiley and Sons,
New Jersey.
Karol, R & Nelson, B 2007, New Product Development for Dummies, Wiley Publishing,
Indiana.
Kotler, P & de Bas, FT 2003, Lateral Marketing: New Techniques for Finding Breakthrough
Ideas, Wiley, New York.
Legge, J 1999, Product Management: Sharpening the Competitive Edge, Macmillan
Education.
Moore, GA 2014, Crossing the Chasm: Marketing and Selling Disruptive Products to
Mainstream Customers, 3rd edn, HarperCollins, New York.
Moore, WL & Pessemier EA 1993, Product Planning and Management: Designing and
Delivering Value, McGraw-Hill, New York.
Nayak, P & Ketteringham, J 1986, Breaktrhough!, Arthur D Little, New York.
Nonaka, I & Takeuchi, H 1995, The Knowledge Creating Company: How Japanese Companies
Create the Dynamics of Innovation, Oxford University Press, New York.
Rosenau, Jr MD 2000, Successful Product Development: Speeding from Opportunity to Profit,
Wiley and Sons, New York.
Trott, P 2011, Innovation Management and New Product Development, 5th edn, PrenticeHall.
Ulrich, KT & Eppinger, SD 2011, Product Design and Development, 5th edn, McGraw-Hill.
Urban, GL & Hauser, JR 1993, Design and Marketing of New Products, 2nd edn, Prentice Hall,
Englewood Cliffs, NJ.
Van de Ven, AH, Polley, DE, Garud, R & Venkataraman, S 1999, The Innovation Journey,
Oxford University Press, Oxford.
These texts will be contextualised to reflect the unique regional geographic circumstances of
the particular industry, enterprise or student/client group.
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Subject Overview
Relevant journals
Academy of Management Review
Administrative Science Quarterly
Business Horizons
European Journal of Marketing
Harvard Business Review
Industrial Marketing Management
International Journal of Service Industry Management
Journal of International Marketing
Journal of Marketing
Journal of Product Innovation Management
Journal of Services Marketing
RandD Management
Research Technology Management
Sloan Management Review
Useful web sites
Intellectual property - a list of some international websites.
http://www.ipaustralia.gov.au/resources/international_sites.shtml
Design
www.baddesigns.com
www.cdf.org Corporate Design Foundation.
www.ideo.com
Ideas
www.thinks.com/brainteasers
www.ideafisher.com
Brands
www.landor.com
www.namestormers.com
Research and sales tracking
www.npd.com
Product development and innovation
www.pdma.org (Product Development and Management Association)
www.newproductworks.com
QFD
www.qfdi.com
Analytical Software
www.expertchoice.com
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Subject Overview
www.sawtoothsoftware.com
Assignment
Your task is to analyse product innovation in a local organisation in the light of the New Product
Management theory. The organisation could be your own or could be another organisation
you know. You might consider selecting a company that has been involved in recent new
product development or where there has been a notable success or failure.
There are two options for completing this assignment. You can choose whichever one of these
two you prefer:
Option 1. Investigate the organisations new product development process. This might
entail: finding out if the organisation has its own detailed process, exploring how the
process is used to develop new products, comparing the organisations approach to what
the textbook says, analysing what you have observed or found in order to discuss possible
recommendations for improvement. If there is no clear process in evidence, you might
discuss the type of process that the organisation could be using;
Option 2. Focus on just one of the topics covered in this subject and investigate how that
topic is applied in the organisation. For example, you might choose to investigate how
products are designed in the organisation; or how prototypes are devised; or whether or
not the organisation uses a product innovation charter, etc.
Write a report which includes:
Brief description of the organisation and the product or service you are interested in.
Detailed review of
o
the organisation's new product/service development process (for Option 1 above);
OR
o
the way in which the particular topic you have chosen to investigate is applied in
the organisation (for Option 2 above).
An analysis and comparison of the practical and theoretical approaches that you have
observed or been told about during your investigation. For a good analysis section you
should make sure to have done background work and have read relevant articles and
reports.
Conclusions and any recommendations for improved product management for the
organisation.
In terms of structure, presentation and style you are normally required to use:
AIB standard report format; and
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Subject Overview
Reference lists for AIB assignments / projects normally contain the following number
of relevant references from different sources: 6-12 (for MBA assignments).
All references must be from credible sources such as books, industry related journals,
magazines, company documents and recent academic articles.
Your grade will be adversely affected if your assignment contains no/poor citations
and/or reference list and also if your assignment word length is beyond the allowed
tolerance level (see Assessment Policy available on AIB website).
Collusion submitting work as if it is ones own when in reality it has been completed
with others.
Fabrication submitting work with results or data that do not exist and that have been
made up.
Double submission submitting the same piece of work for more than one subject or
by more than one person.
Please note that AIB checks assignments for plagiarism (using Turnitin text-matching
software) and for other academic misconduct. AIB penalises work and/or people found to
have been in breach of academic integrity.
For more details please see Academic Integrity policy on AIB website.
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Subject Overview
Start your research by keying in different key words. Click search to get the search
results.
Review the article abstract or
the full text (depending on its
availability). Some articles may
be restricted and may need to
be purchased.
Refine your research by
checking any of option boxes
e.g. scholarly (Peer reviewed)
Journals. This is the most
credible
and
respected
resource for your research.
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