| Titre : |
New products blueprinting : How to avoid commercial risk in new product development |
| Type de document : |
texte imprimé |
| Auteurs : |
Dan Adams, Auteur |
| Année de publication : |
2020 |
| Article en page(s) : |
52-56 |
| Note générale : |
Bibliogr. |
| Langues : |
Américain (ame) |
| Catégories : |
Gestion du risque
Innovations
Peinture -- Industrie et commerce
Produits nouveaux -- Commercialisation
Recherche industrielle
|
| Index. décimale : |
667.9 Revêtements et enduits |
| Résumé : |
Technologists in the coatings industry work hard to bring high-value innovation to their customers. Unfortunately, many of their technical successes fail for commercial reasons. In the future, this will change. If you make coatings for other companies—or ingredients for coatings producers—your business-to-business (B2B) customers can help you eliminate most commercial risk before you step into your lab. This article details how this can be achieved.
Imagine you are in the lab working on your next coating—or coating ingredient—and your only question is whether you will succeed technically. You have complete commercial confidence. If you can hit your technical design targets, you know the market will eagerly buy your product and pay a premium. And this will be true for your next project . . . and your next . . .
Does this sound like an alternate reality, a parallel universe you have not visited? I believe this will be commonplace in the future, at least for B2B innovators. Future innovators will look back at today’s approach and chuckle. Or cringe. Today, many companies launch their products at customers, hoping they will like them. Can you imagine a less efficient way to understand market needs than going through the entire product development process first ?
Think about it this way : You have three major phases of product development: Front-end, Development, and Launch). When do you resolve your technical risk? Probably in the Development stage. At the beginning of this stage you do not know if you will succeed, but by the end of Development you are certain you either can—or cannot—develop a good technical solution. |
| Note de contenu : |
- Your B2B advantage
- Qualitative discovery interviews
- Quantitative preference interviews
- Why does this work ?
- How well does this work ?
- Fig. 1 : Major phases of product development
- Fig. 2 : B2B index chart
- Fig. 3 : Trends trigger map
- Fig. 4 : Market satisfaction gap |
| En ligne : |
https://drive.google.com/file/d/1QdrlHWWl7DJT-8oYB8CPlvDCBj2PoHO8/view?usp=share [...] |
| Format de la ressource électronique : |
Pdf |
| Permalink : |
https://e-campus.itech.fr/pmb/opac_css/index.php?lvl=notice_display&id=33906 |
in COATINGS TECH > Vol. 17, N° 3 (03/2020) . - 52-56
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