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Managing a Dispersed Process



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Product Development Managing a Dispersed Process by Ely Dahan and John R Hauser November 2001 for the Handbook of Marketing Barton Weitz and Robin Wensley Editors Ely Dahan is an Assistant Professor of Marketing at the MIT Sloan School of Management 38 Memorial Drive E56 317 Cambridge MA 02142 He can be reached at 617 253 0492 617 258 7597 fax or edahan mit edu John Hauser is the Kirin Professor of Marketing MIT Sloan School of Management 38 Memorial Drive E56 314 Cambridge MA 02142 He can be reached at 617 253 2929 617 258 7597 fax or jhauser mit edu This research was supported by the Center for Innovation in Product Development at M I T Managing a Dispersed Product Development Process Table of Contents The Challenge of a Dispersed Product Development Process 1 Product Development End to End 2 An Integrated Process 3 Product Development as an End to End Process 5 The Product Development Funnel Stage Gate and Platforms 6 The Fuzzy Front End Opportunity Identification and Idea Generation 9 Surveys and Interviews 10 Experiential Interviews 11 The Kano Model Delighting Customers 12 The Innovator s Dilemma and Disruptive Technologies 14 Empathic Design and User Observation 16 Underlying Meanings and Values 17 Kansei Analysis and the Mind of the Market 17 Benefit Chains 18 Focusing the Design Team by Identifying Strategic Customer Needs 20 Team based Needs Grouping Methods Affinity Diagrams and K J analysis 21 Customer based Needs Grouping Methods the Voice of the Customer 21 New Web based Methods for the Fuzzy Front End 22 Ideation Based on Customer Needs and Other Inputs 23 Overcoming Mental Blocks 23 TRIZ Theory of Inventive Problem Solving 24 Inventive Templates 24 Summary of Methods for the Fuzzy Front end 25 Designing and Engineering Concepts and Products 26 Lead Users 26 Employee Feedback Kaizen and Teian 27 Set based design and Modularity 27 Pugh Concept Selection 28 Value Engineering 29 Quality Function Deployment and the House of Quality 29 Tradeoffs Among



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