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E-grāmata: Mastering Disruption and Innovation in Product Management: Connecting the Dots

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  • Formāts: EPUB+DRM
  • Sērija : Management for Professionals
  • Izdošanas datums: 07-Sep-2018
  • Izdevniecība: Springer International Publishing AG
  • Valoda: eng
  • ISBN-13: 9783319935126
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Mastering Disruption and Innovation in Product Management: Connecting the DotsPalielināt
  • Formāts: EPUB+DRM
  • Sērija : Management for Professionals
  • Izdošanas datums: 07-Sep-2018
  • Izdevniecība: Springer International Publishing AG
  • Valoda: eng
  • ISBN-13: 9783319935126
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This book is an essential guide or foundational toolkit for anyone who is involved in the process of developing, offering or selling any type of product or service. Based on how to surf on the waves of innovation and the principle of form follows function (System Architecture), it introduces and connects concepts like Market Understanding, Design Thinking, Design to Value, Modularization and Agility. It introduces readers to the essence of these main frameworks and provides a toolkit that explains both theoretically and practically when and how to utilize which one. The methods and processes described in this book have all been successfully tested in many industries. They apply in todays market context of high uncertainty, complexity and turbulence, where innovation and disruption are essential. Readers will find answers to two fundamental questions: How can we implement an innovation process and environment that are conducive to successful product design? And, if our products fail to appeal to customers, how can we achieve a major turn-around with regard to product development?





 





A wealth of examples and case studies help readers to benefit from the authors broad professional experience. Further, lessons learned and conceptual summaries provide valuable shortcuts to the methods and tools discussed.





 





For todays CEOs, enabling innovation is one of THE most complex leadership tasks.





But innovation is not about theory and nice buzzwords. Its about succeeding in the real world. This hands-on book connects the dots and introduces the reader to some of the most relevant ideas and pragmatic concepts fitting todays business reality.





Dr. Robert Neuhauser, Executive VP and Global Head People and





Leadership Development, Siemens





 





At the most fundamental level this book brings order to chaos. It sets different and highly relevant design approaches into a complementary picture, rather than presenting them as competing ways of solving the same problem. Product designers, managers, consultants, scholars and students will surely have this valuable book within reach on a daily basis.





Olivier L. de Weck, Ph.D MIT Professor of Aeronautics and Astronautics and





Engineering Systems, Editor-in-Chief Systems Engineering  
1 Introduction
1(10)
Part I Imperative and Fundamental Concepts
2 Disruptive Innovation
11(28)
2.1 Introduction
11(4)
2.2 Defining Relevant Terminology
15(1)
2.3 Complementary Thoughts on Christensen's Theory of Disruptive Innovation
16(5)
2.4 The DNA of Disruptive Change
21(2)
2.5 Disruptive Innovation with Different DNA
23(1)
2.6 Disruptive Innovation with Same DNA
24(3)
2.7 Theory of Disruption Waves or the Modulation of Disruption
27(3)
2.8 Benefit of a Unified View on Disruption
30(2)
2.9 Relativity of Disruption
32(2)
2.10 Typical Warning Signals for Disruptive Threats
34(2)
2.11 Summary
36(1)
References
37(2)
3 Form Follows Function: Systems Engineering
39(20)
3.1 Form Follows Function
39(2)
3.2 Function Often Follows Form
41(3)
3.3 Defining Concept and Architecture
44(3)
3.4 Realizing the Product's Architecture
47(6)
3.4.1 Architectural Process
48(1)
3.4.2 The System/Product Architect
49(3)
3.4.3 Two Architecture Types: Integral or Modular
52(1)
3.5 Summary
53(2)
References
55(4)
Part II Frameworks
4 Market Understanding
59(18)
4.1 We Know Our Customers!...Really?
59(4)
4.2 Understanding Your Market
63(10)
4.2.1 Market Segmentation for Multiple Business Questions
66(1)
4.2.2 Market Segmentation for Multiple Segmentation Criteria
67(3)
4.2.3 Identifying a Customers' "Job to Be Done"
70(3)
4.3 Differentiating Market Segmentation from Design Thinking
73(2)
4.4 How to Do a Market Segmentation
75(1)
4.5 Summary
75(1)
References
76(1)
5 Creating Customer Value Through Design Thinking
77(26)
5.1 Introduction
77(1)
5.2 What is Design Thinking?
78(3)
5.2.1 Thinking Like a Designer
79(2)
5.3 When to Use Design Thinking?
81(2)
5.4 What is Comprehensive Understanding?
83(5)
5.4.1 Defining Understanding
83(3)
5.4.2 The Different Levels of Understanding
86(2)
5.5 Phases of Design Thinking
88(13)
5.5.1 Empathy for Individuals
88(5)
5.5.2 Empathy in the B2B Context
93(3)
5.5.3 Define
96(1)
5.5.4 Ideation
97(1)
5.5.5 Prototyping and Testing
98(2)
5.5.6 Scaling
100(1)
5.6 Summary
101(1)
References
102(1)
6 Design to Value (DTV)
103(20)
6.1 Is Value Different from Price?
103(2)
6.2 Defining Value in Product Development
105(2)
6.3 Lifecycle Cost
107(2)
6.4 The Framework
109(11)
6.4.1 Essential Toolbox
111(1)
6.4.2 Measuring Value
112(4)
6.4.3 Design to Value Versus Value Proposition Design
116(1)
6.4.4 When to Apply the Framework
117(3)
6.5 How to Apply the Framework
120(1)
6.6 Summary
121(1)
References
122(1)
7 Modular Design and Platforms
123(24)
7.1 Introduction
123(2)
7.2 What is Modularization?
125(1)
7.2.1 What Type of Products May be Modularized?
125(1)
7.3 Modularization: A Strategic Lever for Innovation
126(6)
7.3.1 Why and How Modular Architectures Enable Disruption
128(1)
7.3.2 Why Do Integral Architectures Emerge?
129(1)
7.3.3 When Do Products Become Commodities?
130(1)
7.3.4 How to Avoid the Commoditization Trap?
131(1)
7.4 Platforms
132(4)
7.4.1 Core Platform Versus Inclusive Platform
132(1)
7.4.2 Three Common Misunderstandings About Platform Design
133(3)
7.4.3 The Way to Go: Modular Platforms
136(1)
7.5 Terms and Definitions
136(3)
7.6 Implementing a Modular Platorm
139(5)
7.6.1 Organizational Aspects
139(3)
7.6.2 Strategic Aspects
142(2)
7.7 How to Apply the Framework
144(1)
7.8 Summary
145(1)
References
145(2)
8 Agile for Mechatronics and Hardware
147(18)
8.1 Introduction
147(1)
8.2 What Is Agile?
148(2)
8.3 Agile Project Management
150(2)
8.3.1 Connecting the Dots to Other Frameworks
151(1)
8.4 Agile Manifesto for Mechatronics and Hardware
152(10)
8.4.1 Differences Between Hardware and Software
153(3)
8.4.2 Agile Manifesto Adapted to Mechatronics and Hardware
156(6)
8.5 Summary
162(1)
References
162(3)
Part III Framework Tutorials
9 Framework Tutorials
165(50)
9.1 Market Segmentation: Deep Dive
165(9)
9.2 Empathy: Skills and Techniques
174(8)
9.2.1 Perspective Taking
174(2)
9.2.2 Trust
176(1)
9.2.3 Deep Dive Empathic Listening
177(2)
9.2.4 Interviews and Deeper Conversations
179(1)
9.2.5 Observations
180(2)
9.3 Design to Value
182(18)
9.3.1 Main Steps of the Framework
182(8)
9.3.2 Deep Dive and Case Study
190(10)
9.4 Modularization
200(12)
9.4.1 Main Steps of the Framework
200(5)
9.4.2 Deep Dive and Case Study
205(7)
References
212(3)
Part IV Tools
10 Power Tools
215(22)
10.1 QFD: Quality Function Deployment
215(7)
10.1.1 What Is QFD?
215(2)
10.1.2 Why Use QFD?
217(1)
10.1.3 How to Do QFD
218(3)
10.1.4 Practical Tips and Success Factors
221(1)
10.2 DSE: Design Space Exploration, Set-Based Design
222(5)
10.2.1 What Is DSE?
222(1)
10.2.2 Why Use DSE?
223(1)
10.2.3 How to Do DSE
224(3)
10.2.4 Practical Tips and Success Factors
227(1)
10.3 DSM: Design Structure Matrix
227(7)
10.3.1 What is a DSM?
227(1)
10.3.2 Why Use a DSM
228(1)
10.3.3 How to Develop a DSM
228(6)
10.3.4 Practical Tips and Success Factors
234(1)
References
234(3)
11 Essential Tool Box
237(54)
11.1 Requirement Focus
237(16)
11.1.1 Kano Model
237(4)
11.1.2 Pair-wise Comparison
241(3)
11.1.3 Requirements Management
244(4)
11.1.4 Tree Diagram
248(3)
11.1.5 Empathy Map
251(2)
11.2 Concept Focus
253(19)
11.2.1 Functional Modeling
253(3)
11.2.2 Morphological Matrix/Morphological Box
256(2)
11.2.3 Modular Function Deployment
258(5)
11.2.4 Onion Peel Model
263(2)
11.2.5 Design for Variety
265(3)
11.2.6 Customer Focus Group
268(4)
11.2.7 Osborne Checklist
272(1)
11.3 Cost Focus
272(18)
11.3.1 Target Costing
272(5)
11.3.2 Measurement Sheet
277(2)
11.3.3 Lifecycle Cost model
279(4)
11.3.4 Complexity Cost Calculation for Product Families
283(4)
11.3.5 Business Plan
287(3)
References
290(1)
Authors and Contributors 291
Dr. Christoph Fuchs has reached the highest level in the expert career track for the topic of Lifecycle Management at Siemens. He is currently the Senior Principal and Key Expert in its corporate development consulting department. Serving both as thought leader and practitioner, his projects share a common focus on initiating and driving impactful architecture development for the most complex products and systems. He has a proven track record where some of his projects have humbly achieved global recognition and success, and operates across various industries. His problem-solving approach and way of thinking have deeply been impacted by experiences made early on in his professional life. Starting his career in 1996 as a Product Manager in the field of Telecommunication at Infineon Tech., he later personally experienced the disruption of Siemens Communication Unit. From these experiences, he realized and made it to his passion to focus on the importance of holistic product development, stressing constant adaptivity to global trends and integrating flexibility into products that allow them to grow with market changes. He holds a Ph.D in Electrical Engineering from the Technical University of Karlsruhe. In 2004, he joined the consulting group for Innovation Management of Siemens Corporate Technology. He sees this book as a way to share his accumulated knowledge and experience on how to create successful products, by passing on what enables and helps him to move from, and transform, an innovative idea into a tangible, real product.

Franziska J. Golenhofen is currently a consultant in the corporate development consulting department at Siemens. Through her work she integrates insights from diverse fields and perspectives to help spur the development of individuals and companies alike. Also passionate about writing to scale impact and understanding, she builds on previous experiences as assisting research in the renown lab of Dr. E. Dunn at the University of British Columbia, and publishing own research with Oxford University. She previously worked at THNK School of Creative Leadership in Amsterdam. As Program Manager she was responsible for the smooth delivery of the inaugural FIFA Female Leadership Development Programme. She is energized by how innovation, entrepreneurship and leadership can be impactful levers for architecting solution concepts to the systemic and complex societal challenges of todays world. Graduating in 2015 she holds a honors B.A. from Amsterdam University College, with a strong interdisciplinary focus namely on sustainable development. She sees this book as a medium for making knowledge from leading figures in business accessible, tangible and applicable to the wider public.
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