Case & Presentation Essay
Order Description
answer the questions and mark them with the questions so I can know and everything is written what is needed in the essay in the guide.
CASE & TOPIC ESSAY
? The essay should NOT attempt to be an exhaustive summary of what is covered in the lecture notes or case details. It is an opportunity to present the insights that come from the reflections of the case and core chapter topics and how they align all together.
? The essay deals with analyzing the case study allocated for the particular tutorial. Groups are to present a short background of the case, key findings from the case, analysis of developments (if any) that have occurred, how the relevant chapter and lecture topics relate to the case and overall learning reflection of the case.
? The chosen article: 3M (Chap 16, pg 581) _ Concept Topics: Product Prototypes, corporate venturing, concurrent engineering
? Case Analysis:
1- Case background
2- Key findings
3- Relevancy & alignment with chapter topics
4- Overall learning reflection
? Concept Topic:
1- Concept understanding
2- Value adding/alternate viewpoints
3- Concept example(s)
Chapter 16 Managing the new product development process Case StUdY
Tame 16.3 Reasons for new product failure Coca-Cola. In the bottled-water market the association with all things pure may
be partlcularly necessary, hence Ev1an’s assocmtlon w1th the Alps and Buxton’s
1 PrOdUCtOfiers“Olhmgnew Wino-improllgd Performance – * ‘ I . ‘ association with the hills in the eak distr’ct i Br‘t ‘ I E ‘ b l
2 Inadequate-budgetlto developideas Ormarketithe ptOdUCtV ‘ ‘ a ‘ ‘ C C 1 l k P- l n l-am’ n umpe 1t may e “at
é _ 3 Poor market research, posmonmg’ msunderstandmg consumer needs _ oca o a may lave to Wot particularly hard to distance itself from Dasani. This
4 Lack Ono-pmanagementssupport¥ I j _ _. __ __ _._ __ _ ~ __ _ may lead some to question the financial benefits of entering the very competitive
-;-.5.Did notinvolve customer_:_; . I . .- “ – r – – European bottled-water market-
“‘6:iExcéption_al ‘faQtora SU‘Ch‘ as 59ov¢rnment decision lee new law on handgun contrO’maYl
I5?seriouSIy_-faffect{the manu_fa_ettereriof.a_ new handgun) I _ ” ‘ r
l y‘gygéyfiyMfirket199SmallElthEF-forecasfingstrorwithsalesiorinsuffieientdemand , “”””‘3g;ég;g3;:é3gélg:g:2iis;gg;la;!2lzl!éxill:il;z22%s:22sag:2222;il:z22:222zla!
experlenced by Dyson)
(Paehigmagm‘ed weaknesses with Unilever’s Persn Power)
El 31MifInternalldléanlsatbnalproblemsyoflen associated with‘poor communication ‘f . I
l “l2 Poort’etutn‘oninvestment‘fofcin” com an to abandon rb’ect T
l 13 Unexpected’changesm consumertastes/fashson
Source: Cooper, RG. (19883) The dimensions of industrial new product success and failure, Journal of Marketing, r liiiiilifii: itiilfliifiz:”3:1 :¥:V5:::3E?”9: ‘VV’
Vol. 43, No. 3, 93-103. Crawford, M. and Di Benedetto, A. (2008) New Products Management, 9th (International) y ‘ . L”f}iffiliggs}; flijvig’flzf 35;}’ivif:vv,~“::y
edn, Mcerame, USA. Urban, G.L,, Hauser, JR. and Dholaka, Ni (1987) Essentials oINew Product Management, i: f’éIf:Li}’;g; 5 ‘1’ r7 3 5″:5 if
Coca-Co135 has Shaved Plans‘ifor‘a Spring laundl – iii”
OfItS’Dasafll bott1€dmm€fal
CHAPTER 16
Managing the new product development process
Learning Objectives
• Examine the key activities of the NPD process
• Explain that a product concept differs significantly from a product idea or a business opportunity
• Recognise that screening is a continuous rather than a single activity
• Provide an understanding of the role of the knowledge base of an organisation in the new product
development process
• Recognise that the technology intensity of the industry considerably affects the NPD process.
Discussion Questions
1. Explain why there is not one best organisational structure for new product development.
2. Explain why the image of sales representatives as second-hand car dealers is at best misleading and at
worst pejorative and incorrect.
3. Examine whether the virtual world (such as Second Life) may be able to help firms trial new products.
4 Explain why the ‘Valley of Death’ presents a genuine challenge to product champions or project
leaders?
5. ‘New products are a necessary evil’. From whose viewpoint are they necessary and from whose
viewpoint are they evil?
6. Why do so many new products fail? Are there additional reasons?
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