Full citation

Mulebeke, J.A.W., & Li, Z. (2006). Incorporating Integrated Product Development with Technology Road Mapping for Dynamism and Innovation. International Journal of Product Development, 3(1), 4-4.

Format: Peer-reviewed article

Type: Experience

Experience level of reader: Advanced

Annotation: The paper reviews the contributions of Integrated Product Development as a strategy, and Technology Road Mapping as a process, then demonstrates through a case study how the two can be combined to increase responsiveness to market opportunities by adding dynamics and innovation to the overall process.

Setting(s) to which the reported activities/findings are relevant: Large business, Small business (less than 500 employees)

Knowledge user(s) to whom the piece of literature may be relevant: Brokers, Manufacturers

Knowledge user level addressed by the literature: Organization

This article uses the Commercial Devices and Services version of the NtK Model

Primary Findings

Carrier: Technology Road Mapping facilitates the NPD process in many ways: — It helps the NPD team identify the members and ensure that the right capabilities are in place at the right time to achieve the objective. — It helps the NPD team generate a common view among members, and to communicate that view and plan to customers, suppliers, partners and other groups. — As a strategic management tool it enables companies to link their technological capabilities to their product and business plans, so that strategy and technology development go hand in hand.
Authors experience and as applied within a case study.
Occurrence of finding within the model: Stage 5, Stage 6, Stage 7

Models:

  • Integrated Product Development is an extension of concurrent engineering, with both advocating for the early integration of personnel, resources and processes. A typical product development value cycle includes capturing customer requirements, product design, analysis and testing/simulation, development of manufacturing processes, and supporting information, along with prototyping the product.
    Authors experience and as applied within a case study.
  • The product development process includes all the stages associated with moving a product from idea to launch. This includes two distinct yet related types of development activity: 1) Concept and Production Engineering — primarily concerned with the design of the product's features and functions. 2) Manufacturing Engineering — primarily concerned with the plan for producing the material product, particularly concerning the software involved.
    Authors experience and as applied within a case study.

Methods:

  • Integrated Product Design supports four related dimensions within product development: 1) Integration of business processes (concept-design-manufacturing); 2) Integration of the workflow and applications that support tasks; 3) Multiple projects that must be coordinated in a program addressing the entire assembled product; 4) Integration of the organizations that participate in the implementation of the IPD system, including suppliers, vendors, customers and the manufacturer.
    Authors experience and as applied within a case study.
    Occurrence of finding within the model: Stage 4, Stage 5, Stage 6
  • Technology Road Mapping — a powerful technique for supporting technology management and planning. These are especially important attributes for exploring and communicating the dynamic linkages between technological resources, organizational objectives and the changing market environment (e.g., customer needs). The results of the Road Mapping process is a 'road map' showing the stakeholders how to get where they want to go. Generically speaking, a road map is a time-based chart consisting of a number of layers that typically include both commercial and technological perspectives. The road map enables the evolution of markets, products and technologies to be explored together, along with the linkages and discontinuities among the various perspectives.
    Author experience and as applied in a case study.
    Occurrence of finding within the model: Stage 5, Stage 6, Stage 7

Tip: Technology Road Mapping has been widely adopted in industry, taking forms that range from the two extremes of technology-push (divergent and looking for opportunities), and market-pull (aiming for customer defined product).
Authors experience and as applied within a case study.
Occurrence of finding within the model: Stage 5, Stage 6, Stage 7

Secondary Findings

Carrier: A Technology Road Map presents the desired objective and how to achieve it. (Probert & Radnor [2003])
Occurrence of finding within the model: Stage 5, Stage 6, Stage 7

Models:

  • Integrated Product Development — may be viewed as a series of linked, critical business processes or value cycles: 1) Business Development Cycle assesses the market, competition and customers, to determine what products might satisfy identified needs. 2) Product Development Cycle converts customer requirements into a stable collection of information necessary to generate the envisioned product. 3) Production Cycle uses the prior information to manufacture the components and assemble the final product. 4) Order Cycle starts with a product inquiry from a customer, which is then scheduled for production, distribution and delivery. 5) Supply Chain cycle depends on the integration of the production and order cycles across the entire extended manufacturing enterprise. (Conaway [1995])
  • Integrated Product Development is a response to the uncertainty surrounding the fuzzy front end of New Product Development. It connects actors and practices, creates a shared vision, facilitates information acquisition, clarifies perceptual interpretations, involves constituents and collaborators early, creates concurrent workflow, and integrates the application of information technologies. (Gupta, A, Raj, S and Wilemon, D [1986])