1. Welcome to 41631
Integrated Product Development
Thomas J. Howard
thow@mek.dtu.dk
Unless otherwise stated, this material is under a Creative
Commons 3.0 Attribution–Share-Alike licence and can be
freely modified, used and redistributed but only under the
same licence and if including the following statement:
“Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product
Development Department of Mechanical Engineering, Technical University of Denmark”

2. Recommended Reading
Source of inspiration for this lecture:
Integrated Product Development
Mogens Myrup Andreasen & Lars Hein (2000)
2 Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development 2013
Department of Mechanical Engineering, Technical University of Denmark

3. EXERCISE 1 - Example
Using as few of the numbers as possible:
6 1 7 8 2 5
Using these functions: +, -, x, /, (, )
Make or get as close as you can to: 25 __________=____
(7–2)x5 25
3 Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development 2013
Department of Mechanical Engineering, Technical University of Denmark

4. EXERCISE 1a
Using as few of the numbers as possible:
6 7 4 1 6 4 8
Using these functions: +, -, x, /, (, )
Make or get as close as you can to: 24 __________=____
Make or get as close as you can to: 12 __________=____
Make or get as close as you can to: 4 __________=____
Cross out the
numbers used
4 Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development 2013
Department of Mechanical Engineering, Technical University of Denmark

5. Sequential or “Over the wall” development
Marketing want: 24
Designers want: 12
Manufacturers want: 4
6 7 4 1 6 4 8
5 Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development 2013
Department of Mechanical Engineering, Technical University of Denmark

6. Exercise 1b
Integrated development
Using as few numbers as possible, try to meet all
targets at the same time (use numbers only once)
6 7 4 1 6 4 8
Marketing wants: 24 __________ = ____
Stylists want: 12 __________ = ____
Manufacturers want: 4 __________ = ____
6 Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development 2013
Department of Mechanical Engineering, Technical University of Denmark

7. The role of the product developer
Image from: http://farm4.static.flickr.com/3289/3060694963_3d778f69dd.jpg
7 Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development 2013
Department of Mechanical Engineering, Technical University of Denmark

8. Does this really apply to product
development
• Constraints imposed by design decisions cause
compromise for other stakeholders
• Product development is greatly complex
• Nobody knows how a product is developed
Even a simple product like a pencil!
8 Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development 2013
Department of Mechanical Engineering, Technical University of Denmark

9. Project cost allocation
9 Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development 2013
Department of Mechanical Engineering, Technical University of Denmark

10. EXERCISE 2:
List the stakeholders involved in your
product/service and its development.
Some important stakeholder activities:
• Engineering
• User / Operators
• Shipping / Distribution
• Sales / Retailing
• Purchasing
• Quality control
• Assembly
• Disposal
• Manufacturing
• Suppliers / 3rd Party
• Legal departments
10 Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development 2013
Department of Mechanical Engineering, Technical University of Denmark

11. The three Key disciplines of Integrated
Product Development (IPD)
Market
’Need’
Situation Product Business
Production
11 Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development 2013
Department of Mechanical Engineering, Technical University of Denmark

12. The three Key disciplines of Integrated
Product Development (IPD)
Marketing, Sales, Forecasting, User-studies
’Need’
Situation
Design, Engineering, Aesthetics, Ergonomics Business
Manufacture, Assembly, Packaging, Transport
12 Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development 2013
Department of Mechanical Engineering, Technical University of Denmark

13. “Integrated Product Development is:
an idealised model of development
where the business case of a
product is built from the
perspectives of all stakeholders”
13 Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development 2013
Department of Mechanical Engineering, Technical University of Denmark

14. 2 Products with the same task...
14 Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development 2013
Department of Mechanical Engineering, Technical University of Denmark

15. Which product is better?
Business
15 Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development 2013
Department of Mechanical Engineering, Technical University of Denmark

16. EXERCISE 3:
Analyse the sample in terms of the key
disciplines of IPD
High end, premium, brand Functional, mid range
Market differentiation
Relatively complex so can Simple, easy to use, less clean
Product malfunction, cleaner in
operation, easier to direct
in operation
Difficult manufacture and Very simple 1 piece moulding,
Production assemble no assembly except insertion
16 Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development 2013
Department of Mechanical Engineering, Technical University of Denmark

17. Extreme cases...
Where does the value lie?
 No market differentiation or wow factor $$$$
 Lighter, more sturdy, cheaper, better functioning product $
 Cheaper, quicker and easier production $
17 Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development 2013
Department of Mechanical Engineering, Technical University of Denmark

18. Where does the need usually arise?
CBS
Market
’Need’
Situation Product Business
Production
DTU
18 Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development 2013
Department of Mechanical Engineering, Technical University of Denmark

19. ?
19 Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development 2013
Department of Mechanical Engineering, Technical University of Denmark