The document discusses integrated product development and improving market position. It describes a case study where a company was tasked with designing quick release security screws for small paintings. It then discusses defining the market, identifying stakeholders, modeling supply chains and stakeholder activities, applying integrated product development to sunscreen, and how product-business integration can be achieved through portfolios, roadmaps, platforms and segmentation.

1. Integrated Product Development
Improving Market Position
Thomas J. Howard
https://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 Development
Department of Mechanical Engineering, The Technical University of Denmark”

2. Customer relationship modelling
Designing the Market and
Product simultaneously
Market
Product Business
Production
2 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012
Department of Mechanical Engineering, The Technical University of Denmark

3. Case study
The initial project brief:
“To design quick release security screws for small paintings.”
Clive Stevens (Managing Director) of Euronova.
3 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012
Department of Mechanical Engineering, The Technical University of Denmark

4. Defining a market
• In the UK last year there were 42 thefts from
Museums and Galleries from about 2,700
organisations.
• In probability terms this works out at a 1:60
chance of a theft from a single organisation per year.
• The pattern of crime has migrated from night-time
and fraud, to snatches during open hours. 64% of
thefts were from displays during the day.
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. Whose market?
TERTIARY Art Observers
CUSTOMER
SECONDARY Art Galleries
CUSTOMER
Euronova
PRIMARY CUSTOMER
Consultant
FOUNDATION LEVEL
Art Thief
ANTI-CUSTOMER
5 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012
Department of Mechanical Engineering, The Technical University of Denmark

6. Stakeholders and their relations
Wittenborg
Coffee beans
Coffee supplier
Company/customer
User
Key Coffee contact
Money-flow Service
[design.ing student project, 2004
Communication Products/materials from McAloone, Bey & Mougaard 11]
6 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012
Department of Mechanical Engineering, The Technical University of Denmark

7. Supply chain modelling
Injection Moulding Product producer Retail Outlet
Manuf‟
insert Filling Capping
Selling
bottle bottle
Packaging Firm
Labelling
Quality
Assemble control Consumer
Design
Insert
Tamper
Cap proofing
Manuf‟
7 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012
Department of Mechanical Engineering, The Technical University of Denmark

8. Stakeholders and activities
Randmaa, M; Mougaard, K; Howard, TJ; McAloone, TC. 2011, “Rethinking value: A value-centric model of
product, service and business development”, ICED11
8 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012
Department of Mechanical Engineering, The Technical University of Denmark

9. Stakeholders and activities
Randmaa, M; Mougaard, K; Howard, TJ; McAloone, TC. 2011, “Rethinking value: A value-centric model of
product, service and business development”, ICED11
9 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012
Department of Mechanical Engineering, The Technical University of Denmark

10. Stakeholders and activities 2
Ship
owner
[Bachelorprojekt, 2006]
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. Product and user lifecycles
Tan, A., McAloone, T.C., Andreasen, M., “What happens to
integrated product development Models with product/service-
system approaches?”, The 6th Integrated Product Development
workshop, 2006
11 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012
Department of Mechanical Engineering, The Technical University of Denmark

12. Applying IPD to NPD
Sketch a product life and activity cycles for sun lotion
Try to suggest a new configuration.
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. Applying IPD to NPD
Need Situation:
Purchase of sun lotion is
always pre-emptive.
Responsible people get burnt
by being caught in „surprise
sunshine‟ (forgetting lotion)
Cream needs to be available
to the user when s/he
needs it
13 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012
Department of Mechanical Engineering, The Technical University of Denmark

14. Our solution...
14 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012
Department of Mechanical Engineering, The Technical University of Denmark

15. How do the stakeholders and
activities interlink for you business
proposition?
Try to sketch it out and consider
opportunities to add value to your
business offering.
15 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012
Department of Mechanical Engineering, The Technical University of Denmark

16. Advances in IPD
Product portfolio and business development

17. A business dimension
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. How is Product-Business Integration
achieved?
Fitting within a portfolio
Technology Road-mapping
Product platforms
Market segmentation
18 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012
Department of Mechanical Engineering, The Technical University of Denmark

19. Project portfolios
[From Ulrich and
Eppinger 5th ed.]
19 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012
Department of Mechanical Engineering, The Technical University of Denmark

20. Technology roadmapping
[From Ulrich and
Eppinger 5th ed.]
20 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012
Department of Mechanical Engineering, The Technical University of Denmark

21. Product Platforms
[From Ulrich and
Eppinger 5th ed.]
21 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012
Department of Mechanical Engineering, The Technical University of Denmark

22. Market segmentation
[From Ulrich and
Eppinger 5th ed.]
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. Questions
?
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. Final thought
Image from Prof. Winston Knight‟s
presentation: Life Cycle Design of Products
24 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012
Department of Mechanical Engineering, The Technical University of Denmark