DESIGN OF INNOVATIVE PRODUCT PROFILES: ANTICIPATORY ESTIMATION OF SUCCESS POTENTIAL

DS 68-9: Proceedings of the 18th International Conference on Engineering Design (ICED 11), Impacting Society through Engineering Design, Vol. 9: Design Methods and Tools pt. 1, Lyngby/Copenhagen, Denmark, 15.-19.08.2011

Year: 2011
Editor: Culley, S.J.; Hicks, B.J.; McAloone, T.C.; Howard, T.J. & Dong, A.
Author: Cascini, Gaetano; Borgianni, Yuri; Cardillo, Alessandro; Rotini, Federico
Series: ICED
Section: Design Methods and Tools Part 1
Page(s): 246-256

Abstract

According to the current trend to extend the domain of application of Engineering Design to the whole Product Cycle, i.e. from the definition of the product profile to the management of the dismantling procedures, the authors are investigating the possibility to define a practical toolkit to support the earliest stages of product development both in terms of prescriptions to generate new value propositions and assessment of the expected market appraisal. The present paper deals with the second objective and proposes a Value Assessment Metric (VAM) which allows to estimate the success potential of a new product through a balance of its functionalities and features with respect to the alternatives existing in the market. After reporting the methodological approach adopted to build the VAM, the paper presents its preliminary validation and en exemplary application to the proposition of an innovative lipstick.

Keywords: TRIZ; NEW PRODUCT DEVELOPMENT; FUNCTIONAL CLASSIFICATION; BLUE OCEAN STRATEGY

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