The document discusses sequential (over-the-wall) versus integrated product development. In sequential development, different departments work independently and pass the product over the wall to the next department. In integrated development, all departments work together from the beginning to meet shared targets. The key to integrated development is considering the perspectives of all stakeholders including marketing, design, and manufacturing.

1. Integrated Product Development
Sequential vs Integrated Development
Thomas J. Howard
https://sites.google.com/site/thomasjameshowardhomepage/
thow@mek.dtu.dk
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Commons 3.0 Attribution–Share-Alike licence and can be
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same licence and if including the following statement:
“Original material by Thomas J. Howard for course 42629 – Innovation and Product Development
Department of Mechanical Engineering, The Technical University of Denmark”

2. Happy Valentines Day!
Online Valentines Card Submission:
http://www.invovationandproductdevelopment.com/onlyjoking
2 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012
Department of Mechanical Engineering, The Technical University of Denmark

3. Outline for this afternoon
Section 1:
Sequential vs Integrated Product Development
Section 2:
Model and Case study
Section 3:
DfX with DFMA exercise
Section 4:
Customer and Product cycles, Business
implications and closing
3 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012
Department of Mechanical Engineering, The Technical University of Denmark

4. Recommended Reading
Source of inspiration for this lecture:
Integrated Product Development
Mogens Myrup Andreasen & Lars Hein (2000)
4 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012
Department of Mechanical Engineering, The Technical University of Denmark

5. Product Development:
Sequential vs Integrated
Working for each other, not before each other.

6. EXERCISE 1 - Example
Using as few of the numbers as possible:
6 1 7 8 2 5
Using these functions: +, -, x, /, (, )
(7–2)x5
Make or get as close as you can to: 25 __________=____
25
6 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012
Department of Mechanical Engineering, The Technical University of Denmark

7. Groups your groups
Receive handouts
Pass around samples
7 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012
Department of Mechanical Engineering, The Technical University of Denmark

8. 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
8 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012
Department of Mechanical Engineering, The Technical University of Denmark

9. Sequential or “Over the wall” development
Marketing wants: 24
Stylists want: 12
Manufacturers want: 4
6 7 4 1 6 4 8
9 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012
Department of Mechanical Engineering, The Technical University of Denmark

10. 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 __________ = ____
10 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012
Department of Mechanical Engineering, The Technical University of Denmark

11. The role of the product developer
Image from: http://farm4.static.flickr.com/3289/3060694963_3d778f69dd.jpg
11 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012
Department of Mechanical Engineering, The Technical University of Denmark

12. 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!
12 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012
Department of Mechanical Engineering, The Technical University of Denmark

13. Project cost allocation
13 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012
Department of Mechanical Engineering, The Technical University of Denmark

14. 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
14 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012
Department of Mechanical Engineering, The Technical University of Denmark

15. The three Key disciplines of Integrated
Product Development (IPD)
Market
’Need’
Situation Product Business
Production
15 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012
Department of Mechanical Engineering, The Technical University of Denmark

16. 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
16 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012
Department of Mechanical Engineering, The Technical University of Denmark

17. “Integrated Product Development is:
an idealised model of development
where the business case of a
product is built from the
perspectives of all stakeholders”
17 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012
Department of Mechanical Engineering, The Technical University of Denmark

18. Exercise 3a
Identify the PD business scenarios:
Manufacturing
Purchase of
Firm
Licence
Sales Agency
Outsourced Design
and Development Development or Design
Agency
Subcontract part
manufacture
18 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012
Department of Mechanical Engineering, The Technical University of Denmark

19. Exercise 3a
Identify the PD business scenarios:
Manufacturing Firm Sales Agency
Development or Design Agency Purchase of Licence
Subcontract part manufacture Outsourced Design and Development
19 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012
Department of Mechanical Engineering, The Technical University of Denmark

20. Exercise 3b
Classify the actors on PD:
Entrepreneur
Innovator
Eccentric /
artist
Inventor
Business
person Fabricator/a
ssembler
20 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012
Department of Mechanical Engineering, The Technical University of Denmark

21. Exercise 3b
Classify the actors on PD:
Business person Eccentric / artist
Fabricator/assembler Inventor (market flop)
Entrepreneur (unscalable) Innovator
21 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012
Department of Mechanical Engineering, The Technical University of Denmark

22. 2 Products with the same task...
22 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012
Department of Mechanical Engineering, The Technical University of Denmark

23. EXERCISE 4:
Analyse the sample in terms of the key
disciplines of IPD
High end, premium, brand Functional, mid range
Market differentiation
Relatively complex, several Simple, easy to use, less clean
Product parts, cleaner in
operation, easier to direct
in operation
Difficult manufacture and Very simple 1 piece
Production assemble moulding, no assembly except
insertion
23 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012
Department of Mechanical Engineering, The Technical University of Denmark

24. Which product is better?
Business
24 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012
Department of Mechanical Engineering, The Technical University of Denmark

25. 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 $
25 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012
Department of Mechanical Engineering, The Technical University of Denmark

26. Questions
?
26 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012
Department of Mechanical Engineering, The Technical University of Denmark