3m公司新产品开发策略(doc11)英文版(编辑修改稿)

3m公司新产品开发策略(doc11)英文版(编辑修改稿)内容摘要：

ed future of the corporation. The vision should provide a driving force for major initiatives and efforts.  The senior management should also develop strategies to answer critical questions about the future of the pany, including which markets it expects to target, which core petencies will be needed, which marketing discipline it will follow, and which products the pany will offer. Senior management must devote substantial time and energy to answering these questionsthey are critical to the success of new product development.  Senior management sponsorship empowers new product development to succeed. Clandestine operations may not provide enough resources to Strategies in Action 大量的管理资料下载 17 sustain the new venture through the validation process. Senior managers must municate those visions and strategies throughout the organization.  It is important for the senior management to know where a new product will fit in the corporate structure. If the concept will be folded into an existing business unit eventually, it is critical to have management sponsorship during the development process  Senior management should make demanding and critical assessments of new ideas. It is also critically important to support and encourage the individuals who bring these ideas forward Information technology Information technology is changing the landscape of marketing. Most panies have started to utilise IT to support NPD practice. The innovative panies are those who take the advantage of new technology.  Using IT to „mass customise‟ products. Inter is the facility that allows customers to design the product.  Accelerating time to market. The speed to market is a key petitive advantage, and IT is the driving force behind this.  Simulated test marketing. Computerised simulation reduces the risk, increases the efficiency, maintains the security, and also saves time for the panies. 3. 3M pany 3M is synonymous with the successful development and introduction of new products. Its objective is to bee the most innovative pany in the world. Strategies in Action 大量的管理资料下载 18 3M currently have 60,000 products in their range. Their declared strategy is that 50% of their business should e from products invented during the last three years. 3M sees NPD more as a cultural and organisational issue than a technological one. The pany has many systems in place and is continually adding to them. 3M has a number of programs geared to support and grow innovation among its researchers. 3M innovation is sparked by risktaking, passion and boundless curiosity coupled with concrete customer needs. The 3Mculture favours innovation over obeying rules. It encourages visionary thinking – and action – in all 3M employees. The 15% option: many employees can spend up to 15% of their workweek on projects of their own choice that might benefit the pany. They often don‟t have to inform the manager of the project or even justify it. Seed capital: if researchers create a new technology or idea, they can request seed capital from their business unit managers to develop it further. If that funding is denied, they can take it to any other 3M business unit. Reward and recognition: 3M sponsors 12 global and four USbased award programmes to honour individuals who make significant contribut。