Integration of marketing domain and R&D domain in NPD design process

Abstract

Purpose -To solve the trade-offs between marketing and R&D domains and to minimize information loss in new product development (NPD), this study proposes an integrated design process as a new solution to the interface system between the two domains. Design/methodology/approach -House of Quality integrated with multivariate statistical analysis is used for determining important design features. These design features are used as parameters for conjoint analysis and Taguchi method, and then the results of analyses are compared. Sequential application of conjoint analysis and Taguchi method, depending on the differences in utilities and signal to noise ratios, is applied for the integrated design process. An automotive interior design is illustrated for the validation of the integrated design process. Findings -The integrated design process determines a point of compromise between the optimums of conjoint analysis and Taguchi method. Sequential application of two methods ensures full utilization of both methods and no loss of information.Research limitations/implications -More illustrations on NPD are needed to verify the proposed process. Practical implications -The design process suggested in this study can be used for process innovation in six sigma approach and be integrated with value chain intelligently. This study proposes the strategic guideline of the integrated design process for enterprises. Originality/value -The integrated design process suggests the solution for the trade-offs between marketing domain that pursues the utility of product and R&D domain that emphasizes robustness of product quality. This integrated design process will give enterprises competitive advantages in NPD.

Proposal of a Holistic Framework to Support Sustainability of New Product Innovation Processes

“…In SIPSNP projects it is very important to consider, in strategic terms, if innovation requires the marketing function, because the role played by it in the whole new products or services design also depends on the level of innovation required, in order to obtain a positive trade-off regarding marketing/quality/cost/time [25].…”

“…Another process variable to have in account in SIPSNP projects is the quality of products and services which are inherent to them [60]. And Taguchi (1986) method is a very important tool used by managers, because of its importance to achieve sufficiently robust outputs with high quality levels [25].…”

Proposal for a Comprehensive and Integrated Model of Support for the Development of New Products

“…Thirdly, the strategy of intimate relationship with the market and customers, in a firm that develops new products, often follows along with fellow close relationship with many suppliers involved in the new projects (Jayaram, 2008). According to Kim and Kim (2009), it must also be considered that in strategic terms, if innovation in NPD requires the marketing function, the role played by it in the development of the project also depends on the level of product innovation in question as well as their design and the positive trade-off marketing/quality cost/time (Kang et al, 2007). From a general perspective, obtained from the literature on the most relevant factors that comprise a systemic and strategic vision in NPD environment described above, is presented in Figure 2 with a thereof summary.…”

AI-based methodology of integrating affective design, engineering, and marketing for defining design specifications of new products

“…The objective of the optimization is to maximize profits and/or product performance. Some techniques were employed to coordinate marketing and engineering design problems in order to yield a joint optimal solution such as analytical target cascading (Michalek et al, 2005), multi-objective genetic algorithms (Luo et al, 2005;Besharati et al, 2006) and game-theoretic model (Shiau and Michalek, 2009) Kang et al (2007) proposed a methodology of marketing and R&D integration for new product development that involves the methods of quality function deployment (QFD), multivariate statistical analysis, conjoint analysis, and the Taguchi method. Kwong et al (2011a) proposed a methodology of integrating marketing with engineering for defining design specifications of new products using factor analysis, Kano model, and genetic algorithm (GA).…”