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Strategic Innovation: Product Roadmap

Product roadmaps define new product and service initiatives within a market of technology context. They embody a large percentage of the corporate strategy and provide a degree of tangibility that helps bring together other choices in direction, technology, marketing and so forth to the surface. Furthermore, starting with product roadmaps forces people to be explicit about how their ideas translate into new products or services.² It is vital for developing product roadmaps to discover assumptions beneath the selection of products...More

Product / Service Innovation

Product/service innovation is the result of bringing to life a new way to solve the customer's problem that benefit both the customer and the sponsoring company.³ "New product innovation is where the source of growth and prosperity is. It is also now possible, with the range of new product innovation metrics tools available, to measure new product innovation much more precisely and intelligently."⁴

Innovation Portfolio

The innovation portfolio provides visibility that allows your firm pace the introduction of new products and services. You should balance the introduction of revolutionary products with incremental improvements in others so as to maintain a steady flow. By having a comprehensive view of your initiatives over time, you can avoid either overwhelming or underwhelming the marketplace...More

Critical Milestones

The critical milestones in you customer value creation and new product development program can be divided into four groups:

1. Identify customer needs

2. Understand the market opportunity

3. Prepare to enter the market, and

4. Succeed in generating revenue...More

Research

Research should be a vital ingredient in your company's strategies, particularly over the longer term, if you are to maintain a stream of competitive products on the market.

Brainstorming

Brainstorming is not just a valuable creative tool at the fuzzy front end of projects. It's also "a pervasive cultural influence for making sure that individuals don't waste too much energy spinning their wheels on a tough problem when the collective wisdom of the team can get them "unstuck" in less than an hour."⁴...More

New Product Metrics

You cannot manage what you don't measure. New product metrics motivates managers and leaders across your organization to embrace innovation broadly and give it ongoing priority. The adage "that which gets measured gets done" is no less true of the innovation process than any other.

Case in Point: Intel

Intel uses the innovation portfolio approach to adjust the rate at which they introduce new microprocessors based on the margins they can get for the existing products. "Their portfolio provides visibility across products and product generations, enabling them to maximize the profits they reap from each other."⁵

Case in Point: New Product Performance Problems

Management of a major chemical company cited the following new product performance problems⁴:

• Unclear career path for commercial development / new product personnel

• Unclear assignment of ultimate new product responsibility

• Lack of formalized screening and measurement criteria

• Concerns regarding management's real commitment to new products

• Insufficient incentives to encourage risk taking

• Lack of a well defined divisional new product strategy

Автор - Вадим Котельников. © Tен3 Восток-Запад  | Copyright | Glossary | Links | Site Map |

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