运营管理第14版蔡斯ipptchap003

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1、DESIGNOFPRODUCTSANDSERVICESChapterThreeCopyright©2014byTheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/IrwinLearningObjectivesLO3–1:Knowtheissuesassociatedwithproductdesignandthetypicalprocessesusedbycompanies.LO3–2:Illustratehowdifferentcriteriacanimpactthedesignofaproduct.LO3–3:Contr

2、asthowserviceproductscanhavedifferentdesigncriteriacomparedtomanufacturedproducts.LO3–4:Evaluatetheeconomicimpactofanewproductonacompany.LO3–5:Illustratehowproductdevelopmentismeasuredinacompany.3-2TheProductDesignProcessCompaniescontinuouslybringnewproductstomarketProductdesignisintegraltosucce

3、ssProductdesigndifferssignificantlydependingontheindustryCompaniesoftenoutsourcemajorfunctionsContractmanufacturer:anorganizationcapableofmanufacturingand/orpurchasingallthecomponentsneededtoproduceafinishedproduct3-3CoreCompetencyCorecompetency:theonethingacompanycandobetterthanitscompetitorsAc

4、orecompetencyhasthreecharacteristics:ItprovidespotentialaccesstoawidevarietyofmarketsItincreasesperceivedcustomerbenefitsItishardforcompetitorstoimitate3-4ExamplesofSuccessesinDesign3-5SunMicrosystemsdesignstheSPARCchipsusedinitshigh-performanceworkstationsbutsubcontractsthefabricationofthosechi

5、pstospecializedchipmakers(whilemaintainingownershipoftheintellectualproperty).Apharmaceuticalcompanymaypurchaseinformationongenetictargetsfromagenomicscompany,contractwithaspecialistincombinatorialchemistryforrapidsynthesisandscreeningofcandidatecompounds,andevenutilizeacontractresearchorganizat

6、iontoconductclinicaltrialsbutretainownershipoftheintellectualproperty(patents,experimentaldata,trademarks,etc.)ofthedrugthateventuallycomestomarket.Dellhasdevelopedasetofhighlyspecializedsystemsthatsupportitsmake-to-orderoperatingstrategy.Dellhascreatedasetofproprietarylogisticalprocessesthatran

7、gefromthedesignofitswebpagethroughitsinformationsystemsinfrastructure(aprocessthathasproveddifficultforotherstoimitate).Dellownsthedataaboutwhatpeoplearebuyingandinwhichcombinations.Italsohasbeenverticallyintegratedintofinal