New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management...
-
Upload
heather-willis -
Category
Documents
-
view
224 -
download
0
Transcript of New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management...
![Page 1: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/1.jpg)
New Product Development
Management
NPDM 8
Mohsen SADEGHI
Department of Graduate School of Management and Economics
Sharif University of Technology
![Page 2: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/2.jpg)
PRODUCT ARCHITECTURE
![Page 3: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/3.jpg)
These are the Skills You Need to Build a
House – What’s Missing?
![Page 4: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/4.jpg)
What You Need is the Architecture!
Heating, Ventilating, and Air Conditioning
![Page 5: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/5.jpg)
Definition of Product Architecture
• Product architecture is the scheme by which the functional
elements of the product are arranged into physical chunks
and by which the chunks interact
• This definition links architecture to system-level design and
the principles of system engineering
• Architecture also has profound implications for how the
product is designed, made, sold, used,repaired, etc
• Architecture makes its influence felt during assembly
![Page 6: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/6.jpg)
Role of Architecture in Product
Development
![Page 7: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/7.jpg)
Architecture’s Influences
During product development
• How families and platforms are structured
• How functions are realized
• How reuse and standardization are accomplished
• How development work is divided up
• Where subassembly and module boundaries are
• Where DFCs go– In the product– In the organization– Along
the supply chain
![Page 8: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/8.jpg)
Architecture’s Influences
During production system design
• Assembly sequences
• Reuse of facilities and knowledge
• Planning for flexibility
• Sharing of facilities to match capacity to demand
During manufacturing and assembly
• Where production happens
• How customer orders are fulfilled
• How unpredictable demand patterns are met
![Page 9: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/9.jpg)
Architecture’s Influences
During use
• How service is delivered
• How the product is updated
• How the product is recycled
![Page 10: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/10.jpg)
The Architecture Provides The Plan The architecture answers these questions:
• How can the functions be grouped?
• How should the groups be arranged?
• What interconnections are necessary?
• What isolations are necessary?
![Page 11: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/11.jpg)
Elements of Products• Functional elements: individual operations and transformations that contribute to the overall performance of the product
– often combined into modules
• Physical elements: the parts, components, and sub-assemblies that ultimately implement the product’s functions.
![Page 12: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/12.jpg)
What is Product Architecture?• The scheme by which the functional elements of the product are arranged into physical chunks (modules) and by which the physical chunks interact (at interfaces).
Module A Module B
Interface
![Page 13: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/13.jpg)
Product Development Process
![Page 14: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/14.jpg)
Product Architecture• The arrangement of functional elements into physical chunks which become the building blocks for the product or family of products.
Product
module
module
module
module
module
module
module
module
![Page 15: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/15.jpg)
Primary Types of Product Architecture• Modular: each function is delivered by a separate element
• Nonmodular (Integral): functions shared by physical elements
• Most products have some degree of modularity!
![Page 16: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/16.jpg)
Modular Architecture• Chunks (modules) implement one or several elements
• Interactions between chunks (at interfaces)
– must be well-defined
– fundamental to the primary functions of the product
• Modular architecture - allows a design change in one chunk (module) without requiring changes to other chunks (other modules)
![Page 17: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/17.jpg)
Modular Product Architectures• Characteristics: 1) Chunks (modules) implementing one or a few functions entirely, and 2) well-defined interactions between chunks (interfaces).
Swiss Army Knife Sony Walkman
![Page 18: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/18.jpg)
Modular Architecture of
the Sony Walkman
![Page 19: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/19.jpg)
Trailer Example:
Modular Architecture
![Page 20: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/20.jpg)
Integral Architecture (Nonmodular)• Functional elements of the product are implemented using more than one chunk
• A single chunk implements many functional elements
• Interactions between chunks ill-defined, may be incidental to the primary functions of the products
• Used with products with highest possible performance in mind
![Page 21: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/21.jpg)
Trailer Example:
Integral (Nonmodular) Architecture
![Page 22: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/22.jpg)
Other Examples• Modular architecture
– Xerox copier
– Personal computer
– Residential AC units
• Singular (nonmodular) architecture
– Table knife
– High-performance transmission
![Page 23: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/23.jpg)
Establishing the ArchitectureTo establish an architecture:
• create a schematic of the product
• cluster the elements of the schematic to achieve the types of product variety desired.
• define the interfaces
![Page 24: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/24.jpg)
The Concepts of Integral and Modular
Apply at Several Levels
• system
• sub-system
• component
![Page 25: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/25.jpg)
Product Architecture = Decomposition +
Interactions• Interactions within chunks
• Interactions across chunks
![Page 26: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/26.jpg)
Schematic For A Telephone Base
![Page 27: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/27.jpg)
Product Architecture Example:
Hewlett-Packard DeskJet Printer
![Page 28: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/28.jpg)
DeskJet Printer Schematic
![Page 29: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/29.jpg)
Cluster Elements into Chunks (Modules)
![Page 30: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/30.jpg)
Geometric Layout
The 3-D Schematic
![Page 31: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/31.jpg)
Incidental Interactions
![Page 32: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/32.jpg)
System Team Assignment
Based on Product ArchitectureF G E D I A C B1 K1 J P N Q R B2 K2 O L M H S T U V
Crankshaft F F l l l l l l l l l l l l
Flywheel G l G l l l l
Connecting RodsE l E l l l l l l
Pistons D l l l D l l l l l l l l lLubrication I l l l l I l l l l l l l l l
Engine Block A l l l l l A l l l l l l l l l l
Camshaft/Valve Train C l l l l C l l l l l l
Cylinder Heads B1 l l l l l B1 l l l l l lIntake Manifold K1 l l l l K1 l l l l l
Water Pump/Cooling J l l l l l l J l l l l l l l l l
Fuel System P l P l l l l l l l l l l
Air Cleaner N l N l l l l l lThrottle Body Q l l l Q l l l l l l l l l
EVAP R l l R l l l
Cylinder Heads B2 l l l B2 l l l l l l l lIntake Manifold K2 l l l l l l K2 l l l l l l l
A.I.R. O l l l l l l O l l l l l l
Exhaust L l l l l l l l l L l l l l l l
E.G.R. M l l l l l l l l M l l l l l
Accessory Drive H l l l l l l l l l l l l l l l l H l l l l
Ignition S l l l l l l l l l l l l l l l l S l l lE.C.M. T l l l l l l l l l l l l l l l l l l T l l
Electrical System U l l l l l l l l l l l l l l l l l l l U lEngine Assembly V l l l l l l l l l l l l l l l l l l l l l l V
Frequency of PDT Interactions
l Daily l Weekly l Monthly
Team 1
Team 2
Team 3
Team 4
Integration Team
![Page 33: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/33.jpg)
Product Architecture Objectives• Product architecture can be optimized to achieve certain economic objectives
– Development Expense
– Unit Cost
– Product Performance
– Development Schedule
![Page 34: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/34.jpg)
Using Product Architecture to Achieve
Economic Objectives
• Three key factors to consider when using architecture to achieve economic objectives
– How modular to make the product (if at all)
– How to handle variability within the system
– How to manage the internal interfaces
![Page 35: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/35.jpg)
1. Product Architecture and Modularity • Two economic objectives most affected by modularity:
– Lower development expenses
• Modules separated from each other except at the interfaces; internal workings immaterial
• Modules can be reused (no new development, no new testing)
– Lower development cycle time
• Modularity permits concurrent development
![Page 36: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/36.jpg)
The Dark Side of Modular Architecture• Cost
– Interfaces don’t come for free
• Usually require connectors, couplings, flanges, lines of code; may require special attention to tolerances and alignment
• Performance
– Modular system performance is usually less than with a tightly coupled, nonmodular system
• Mechanical systems: weak spot is usually the interface, not the components
• Electrical systems: connectors often limit bandwidth or reliability
![Page 37: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/37.jpg)
2. Product Architecture and System
Variability
• Variability (where?): cost?, expense?, performance?, cycle time?
• Variability within a system is driven by its most variable component
• Segregating variability into a limited area of the system improves the management of its consequences
• Keep the most variable subsystems off the critical path
![Page 38: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/38.jpg)
3. Product Architecture and Interface
Management
• Interfaces are where the action is in product architecture!
• Practical steps for managing and controlling interfaces
– Make sure all interfaces are defined
– Have a single point of control for each interface
– Have a mechanism for freezing interface design
– Establish adequate design margins in the interfaces
![Page 39: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/39.jpg)
Defining Interfaces• Ask, “What is the worst thing Subsystem A could do to Subsystem B?”
– If “Nothing” no interface
• To create a list of interfaces:
– Create a matrix with all subsystems as row and column headings
– Check cells where there are interactions
– Interfaces are located where there are interactions
A B C D E
A
B
C
D
E
A D C B
B C,E D A,C
C D E B,D
D E
![Page 40: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/40.jpg)
Control of Interfaces• Create an interface definition document for each interface
• Assign responsibility for managing the document
• Establish a procedure for making changes to the document (document control)
![Page 41: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/41.jpg)
Specific Architectural Implementations• Select specific architectures to pursue specific key economic objective(s)
– Development Expense
– Unit Cost
– Product Performance
– Development Schedule
![Page 42: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/42.jpg)
Architectures to Pursue
Low-Expense
• Maximize reuse of existing designs
– Reduces development and testing costs
• Relocate customization to outside the system boundary
– Example: develop a basic computer and add-on modules; let customer (reseller) assemble
• Obtain nonstrategic subsystems from vendors
•
• (Highly Modular)
![Page 43: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/43.jpg)
Boiling water
![Page 44: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/44.jpg)
User function and Product components
![Page 45: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/45.jpg)
Module Classification
![Page 46: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/46.jpg)
Function flows and Object discoveries
![Page 47: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/47.jpg)
Behavior Structure
![Page 48: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/48.jpg)
Physical Structure - Tea maker side view
![Page 49: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/49.jpg)
Alternative components based on
behavior allocation - Mugs
![Page 50: New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology.](https://reader036.fdocuments.in/reader036/viewer/2022081506/56649ea25503460f94ba6b73/html5/thumbnails/50.jpg)
User Process Mapping in
Placing Tea leaves