Reengineering the new product development process: A framework for innovation and flexibility in high technology firms
In response to an increasingly global and competitive environment, reengineering of fundamental cross functional processes is being actively pursued by corporations. This is particularly true in those industries which evolve rapidly. The flexibility to adapt to changing market needs and develop innovative products in such an environment is quintessential to success. This would make new product development arguably one of the most critical cross functional process. Traditionally, this process has involved inefficient sequential processing of information and plans between functional specialties. We propose a conceptual framework in this paper that facilitates innovation, flexibility, and an understanding of the reengineering of this product planning process. In particular, we consider the case of high technology firms in the semiconductor and telecommunications industry, which demands a high degree of product innovation. We propose that achieving innovation and flexibility would require a considerable degree of planning and coordination through the various phases of development. This coordination is required not only across functional groups, but also across the hierarchical levels in the organization. Top level management support through a product champion, and proper interfacing with the external environment and the target market are essential components of such a planning process. The proposed framework is initially developed based on information elicited from an expert engaged in the product planning and development process at a large progressive telecommunications firm. The framework is then refined and finally presented based on feedback from five experts in the high technology electronics industry, and also evaluated in the context of prescriptive literature in the reengineering and innovation areas. The information and conceptual content of the framework presented in this paper can facilitate better planning, formation, and organization of cross-functional work teams and groups that may be involved in the product development process. Implications of the framework for strategic product planning and its impact on the manufacturing function within a firm are also discussed.
If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
Volume (Year): 24 (1996)
Issue (Month): 4 (August)
|Contact details of provider:|| Web page: http://www.elsevier.com/wps/find/journaldescription.cws_home/375/description#description|
|Order Information:|| Postal: http://www.elsevier.com/wps/find/supportfaq.cws_home/regional|
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Andrew H. Van de Ven, 1986. "Central Problems in the Management of Innovation," Management Science, INFORMS, vol. 32(5), pages 590-607, May.
- Sunder Kekre & Kannan Srinivasan, 1990. "Broader Product Line: A Necessity to Achieve Success?," Management Science, INFORMS, vol. 36(10), pages 1216-1232, October.
- Van de Ven, Andrew R., 1986. "Central Problems in the Management of Innovation," Agricultural Research Policy Seminar 139708, University of Minnesota Extension.
- Billie Jo Zirger & Modesto A. Maidique, 1990. "A Model of New Product Development: An Empirical Test," Management Science, INFORMS, vol. 36(7), pages 867-883, July.
When requesting a correction, please mention this item's handle: RePEc:eee:jomega:v:24:y:1996:i:4:p:425-441. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Dana Niculescu)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.