MANAGING RESEARCH

Managing Research - Project & Presentation

Table of content

1) DEVELOP A BUSINESS CASE FOR A NEW PRODUCT, SERVICE OR PROCESS BUILT UPON RECENT RESEARCH4

Product business case process4

Product business case control5

Data update and maintenance5

Data exchange with other financial planning systems9

Business case reporting11

2) REVIEW CURRENT THEORETICAL DEBATE THAT SUPPORTS THIS BUSINESS CASE14

3) INCORPORATE INTO THIS BUSINESS CASE INFORMATION ON MARKET COMPETITIVELY AND ACTIVITY18

Decision Making18

Product Portfolio Considerations18

Portfolio Review19

Integration Between Portfolio Decisions and Quality Business case19

Quality Gate Limitations20

Evolution21

4) IDENTIFY THE RESOURCES REQUIRED TO DEVELOP THE NEW PRODUCT, SERVICE OR PROCESS. THESE RESOURCES MAY INCLUDE BUT NOT LIMITED TO FINANCIAL RESOURCES, HUMAN RESOURCES, SALES AND MARKETING RESOURCES, R & D RESOURCES24

5) IDENTIFY SOURCES OF ALL RESOURCES REQUIRED27

PROTECTING BUSINESS'S RIGHT TO OPERATE27

Reducing Costs and Liabilities27

Increasing Customer Loyalty and Market Position28

Market Development28

6) PLAN AND DEVELOP AN APPROPRIATE MARKETING STRATEGY FOR THIS IMPLEMENTATION29

Where Does R&D Spending Go?37

New Product Development Best Practices For R&D Driven Industries38

7) Develop appropriate measures to monitor and evaluate progress39

Literature Review and Analysis NPD performance measurement39

Life Cycle Dimension of NPD40

Life cycle oriented business42

8) CONCLUSION48

Summary49

References51

Managing Research - Project & Presentation

Summary

It is apparently logical to present and discuss the conceiving, development, and birth of a new product prior to the discussion of the life and eventual death of that product. (Bertrand, 2008, 37-48) In the product-development life-cycle model we propose, the correct linkage between the product-development and the strategy-development processes has been identified and described and provides the opportunity for the implementation of the linkage approach in the marketing pedagogy.

1) Develop a business case for a new product, service or process built upon recent research



Product business case process

The main purpose of this process is to define how the product business cases are created, maintained and consolidated as a continuous process. It consists of four subprocesses: Product business case control, data update and maintenance, data exchange with external systems and reporting. (Montoya, Calantone, 2004, 397-417)

Business case process overview

Product business case control

The life cycle of the product is controlled by the CE and PE processes. The product business case is reviewed at each milestone by the program steering group. The data maintenance and update process links with the CE -process (at least) at each CE and PE process milestone. (Montoya, Calantone, 2004, 397-417)

Data update and maintenance

It is important to create and maintain carefully the data of the product business cases. The quality of the data is defined at the lowest level of the system. Technically speaking, a business case can be updated in several ways, but the updating should follow a process or procedure. Otherwise, the quality of data may suffer. The input information also changes as a function of time. (Montoya, Calantone, 2004, 397-417) Almost every data element is initially estimated and later updated with actual data.

Business case input information vs. product life cycle.

Several teams work concurrently on one product development program. The product program manager is responsible for the whole program. (Montoya, Calantone, 2004, 397-417)

Consolidation hierarchy and responsibilities for data input.

The program manager must present the business case at every milestone where financial figures and ...