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# 42629 lecture 3 pt1

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Sequential vs Integrated Product Development

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### 42629 lecture 3 pt1

1. 1. Integrated Product DevelopmentSequential vs Integrated DevelopmentThomas J. Howardhttps://sites.google.com/site/thomasjameshowardhomepage/thow@mek.dtu.dk Unless otherwise stated, this material is under a Creative Commons 3.0 Attribution–Share-Alike licence and can be freely modified, used and redistributed but only under the same licence and if including the following statement:“Original material by Thomas J. Howard for course 42629 – Innovation and Product DevelopmentDepartment of Mechanical Engineering, The Technical University of Denmark”
2. 2. Happy Valentines Day!Online Valentines Card Submission:http://www.invovationandproductdevelopment.com/onlyjoking2 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
3. 3. Outline for this afternoonSection 1: Sequential vs Integrated Product DevelopmentSection 2: Model and Case studySection 3: DfX with DFMA exerciseSection 4: Customer and Product cycles, Business implications and closing3 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
4. 4. Recommended ReadingSource of inspiration for this lecture:Integrated Product DevelopmentMogens Myrup Andreasen & Lars Hein (2000)4 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
5. 5. Product Development:Sequential vs IntegratedWorking for each other, not before each other.
6. 6. EXERCISE 1 - ExampleUsing as few of the numbers as possible: 6 1 7 8 2 5 Using these functions: +, -, x, /, (, ) (7–2)x5Make or get as close as you can to: 25 __________=____ 256 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
7. 7. Groups your groups Receive handouts Pass around samples7 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
8. 8. EXERCISE 1aUsing as few of the numbers as possible: 6 7 4 1 6 4 8 Using these functions: +, -, x, /, (, )Make or get as close as you can to: 24 __________=____Make or get as close as you can to: 12 __________=____Make or get as close as you can to: 4 __________=____ Cross out the numbers used8 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
9. 9. Sequential or “Over the wall” developmentMarketing wants: 24Stylists want: 12Manufacturers want: 4 6 7 4 1 6 4 89 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
10. 10. Exercise 1bIntegrated developmentUsing as few numbers as possible, try to meet alltargets at the same time (use numbers only once) 6 7 4 1 6 4 8Marketing wants: 24 __________ = ____Stylists want: 12 __________ = ____Manufacturers want: 4 __________ = ____10 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
11. 11. The role of the product developer Image from: http://farm4.static.flickr.com/3289/3060694963_3d778f69dd.jpg11 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
12. 12. Does this really apply to productdevelopment• Constraints imposed by design decisions cause compromise for other stakeholders• Product development is greatly complex• Nobody knows how a product is developed Even a simple product like a pencil!12 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
13. 13. Project cost allocation13 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
14. 14. EXERCISE 2:List the stakeholders involved in yourproduct/service and its development. Some important stakeholder activities: • Engineering • User / Operators • Shipping / Distribution • Sales / Retailing • Purchasing • Quality control • Assembly • Disposal • Manufacturing • Suppliers14 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
15. 15. The three Key disciplines of IntegratedProduct Development (IPD) Market’Need’Situation Product Business Production15 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
16. 16. The three Key disciplines of IntegratedProduct Development (IPD) Marketing, Sales, Forecasting, User-studies’Need’Situation Design, Engineering, Aesthetics, Ergonomics Business Manufacture, Assembly, Packaging, Transport16 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
17. 17. “Integrated Product Development is: an idealised model of development where the business case of a product is built from the perspectives of all stakeholders”17 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
18. 18. Exercise 3aIdentify the PD business scenarios: Manufacturing Purchase of Firm Licence Sales AgencyOutsourced Designand Development Development or Design Agency Subcontract part manufacture18 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
19. 19. Exercise 3aIdentify the PD business scenarios: Manufacturing Firm Sales Agency Development or Design Agency Purchase of Licence Subcontract part manufacture Outsourced Design and Development19 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
20. 20. Exercise 3bClassify the actors on PD: Entrepreneur Innovator Eccentric / artist Inventor Business person Fabricator/a ssembler20 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
21. 21. Exercise 3bClassify the actors on PD: Business person Eccentric / artist Fabricator/assembler Inventor (market flop) Entrepreneur (unscalable) Innovator21 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
22. 22. 2 Products with the same task...22 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
23. 23. EXERCISE 4: Analyse the sample in terms of the key disciplines of IPD High end, premium, brand Functional, mid rangeMarket differentiation Relatively complex, several Simple, easy to use, less cleanProduct parts, cleaner in operation, easier to direct in operation Difficult manufacture and Very simple 1 pieceProduction assemble moulding, no assembly except insertion 23 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
24. 24. Which product is better? Business24 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
25. 25. Extreme cases... Where does the value lie?  No market differentiation or wow factor \$\$\$\$  Lighter, more sturdy, cheaper, better functioning product \$  Cheaper, quicker and easier production \$25 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
26. 26. Questions ?26 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark