Chap1: Winning is Every Thing

1
Chap1 Winning is Every Thing

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2
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3
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4
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• ??(chapter 12)
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• ??(chapter 211)
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5
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• ????,???????????33?(????????)
• ?????(22 Best vs Rest)
• ??????49.2 vs 25.2
• ??????49.2 vs 22
• ?ideas???????3.5 vs 8.4
• ?????( 203????2/3???,1/3??)
• ROI???96.9, ??? 33
• ???????2.49, ??? 2
• ????????47.3, ??? 35

6
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• RD Spending by Industry(Table 1.1 ,1998, US)
• R D Spending 127.9 billion
• RD/Sale 4.4 (0.612.3)
• RD/Profit 50.7 (6.7415.4 3??gt100)
• RD spending not innovation
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• RD lt 40 ??????
• ?????????,?????16 (R square???)

7
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• Fortune Survey value as a long-term investment
• ???????degree of innovativeness of the company
• Secret new ideas and new products are the key

8
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9
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• What is your historical level of RD spending as
  a of sales? Has it been going up or down? How
  does it compare to your competitors or industry
  level(table 1.1)? Why is it highter or lower?
• What of your current sales comes from new
  products introduced by you in the past 5 years?
  What is the projection or objective for the
  future? What will your portfolio of products look
  like in five years?
• Where will your sales growth come from? What is
  from new products? From new markets? From growth
  in existing markets? Or from increased market
  share?
• Are the answers to three questions about
  consistent with each other? Are you investing
  enough in RD and new products to yield the
  results that you want?

10
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• ????????25 45?
• Product Development and management
  Association(PDMA)???59,?1990????1?
• 90, 35, ??33
• Figure 1.3 ????
• 7 ideas, 4 development, 1.5 launched, 1 succeeds.
• 11, 3, 1.3, 1
• 46??,products canceled or fail to yield
  financial return.
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11
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• Keep score
• ??????decision rules

12
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• How well is your company faring in the new
  product game? Do you even know? (most companies
  connot provide statistics on success, fail and
  kill rates, or on resources spent on winners
  versus losers)
• Keep score in the new product game, key
  statistics
• Success vs failure rates at launch
• Attrition rates curve of projects continune
  at each stage of the process?
• of resources devoted to winners vs losers vs
  killed projects

13
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High
New product lines, 20 new to the world products, 10
Improvements to existing products, 26 Additions to existing product line, 26
Cost reductions, 11 Repositionings, 7
Newness to Company
Low
Low
Newness to market
High
14
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• Review the new products that your business has
  introduced in the past 5 year. Make a complete
  list. Then categorize them according to the six
  type in figure 1.4. Then questions
• What is the splite of projects by type ( pie, F
  1.5)? Does it differ mush from the all-industry
  averages ahown in Figure 1.5? Why?
• Pie by total resources spent?
• Pie by sales and profits?
• Is the pie the desirable one? What shoud be? (F
  1.5 as benchmark)

15
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• U shape of low-moderate-highly Innovation,
• F1.6
• ROI, Success Rate, Market Share
• Success rates and new product performance do
  depend on the product type or newness of the
  product.
• ??highly innovative products are too risky for
  your company and that they have a negative
  performance.