3m 新产品开发分析

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1、StrategiesinActionwww.3722.cn大量的管理资料下载Explainthecriticalfactorsinthenewproductdevelopmentprocess.CriticallyanalysetheNPDeffectivenessofacompanyyouknow.1.Introduction:NPD(newproductdevelopment)iscriticaltothesuccessandsustainedgrowthofallcompaniestoday.Manystudieshavebeenconductedt

2、oidentifythecriticalfactorsthatcanhelpnewproductdevelopmentsuccessful.CombinethepreviousempiricalworkandindividualresearchonNPDsuccessfactors,thisassignmentwillexplainsomecriticalsuccessfactorsinsixareas:strategy,process,organizationalstructure,organizationalculture,seniormanageme

3、ntcommitment,andinformationtechnology.Andthesefactorswillbeappliedon3M,toanalyzetheNPDeffectivenessofthecompany.2.CriticalfactorsThenewproducts(services)developmentisperhapsthemostsignificantactivitywithinafirm.Italsooneofthemostrisky---manyyearsandmillionsofpoundsarespentdevelopi

4、ngproductsthatonaveragefailfarmoreoftenthantheysucceed.Butontheotherhand,manycompaniesmanagetobringoutsuccessfulnewproductsyearafteryear.Therearesomecriticalfactorscanhelpmanagementtoavoidcommonpitfalls,identifyknockoutssoonerandlearnfromtheexperienceofothers.Thesefactorsthathinge

5、thesuccessofanewproductdevelopmenteffortareidentifiedinthefollowingsixareas:ØStrategy;ØProcess;22StrategiesinActionwww.3722.cn大量的管理资料下载ØOrganisationalstructure;ØCulture;ØSeniormanagementcommitment;ØInformationtechnology.2.1StrategySuccessfulNPDmanagementneedsastrategicapproach;the

6、strategyisessentialforthewholeprocess,notjustinitiation.Onlythecontinuousdevelopmentandintroductionofnewproductscanbeacompetitiveadvantageofacompany;occasionalinnovationonNPDisjustoperationaleffectiveness.Operationaleffectivenessisnecessarybutnotsufficient.Acompanycannotobtaincont

7、inuousinnovationwithoutaclearNPDstrategy.Withoutastrategytheorganizationislikeashipwithoutarudder.Therefore,managersmustmanagetheinnovationprocessstrategically.Theseniormanagementoughttosetupalong-termstrategicframework,whichoffersorientationtothesumofthesingleNPDprojects.ØTheNPDs

8、trategyshouldlinkallthemarketingm