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首页> 外文期刊>Futures research quarterly >FUNNEL-REVERSE-FUNNEL: THE FUTURE MODEL OF IDEA MANAGEMENT IN NEW PRODUCT DEVELOPMENT
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FUNNEL-REVERSE-FUNNEL: THE FUTURE MODEL OF IDEA MANAGEMENT IN NEW PRODUCT DEVELOPMENT

机译：渠道逆转渠道：新产品开发中理念管理的未来模型

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摘要

Benefits of ideas in New Product Development (NPD) can hardly be overstated. More quality ideas in the ideation stage (at the front end of innovation) result into higher likelihoods for successful new product (Cooper, 2004). An efficient product development process is extremely important for screening ideas and converting the chosen idea into a marketable product (Griffin, 1997). Today, intense competition demands a shorter "time to market" for a chosen idea. In today's information age, every corporation has access to the same set of tools, techniques, literature, conferences, trade shows, professors and consultants. How can you achieve a breakthrough success? People have recommended several tools and techniques such as stage-gate® or similar processes in order to achieve excellence. However, in future you will need more than tools to differentiate your organization. The idea generation and management process is one aspect of the equation that can be unique to your organization. It represents your ability to generate as many product ideas as possible as well as "smart-development-ideas" for screening and execution of product ideas. This brings us to the clear distinction between two types of ideas viz. product ideas and development ideas.
机译：新产品开发（NPD）中创意的好处很难被夸大。在构思阶段（处于创新的前端），更多质量的构思会导致成功开发新产品的可能性更高（Cooper，2004年）。有效的产品开发过程对于筛选创意并将选择的创意转化为可销售产品极为重要（Griffin，1997）。如今，激烈的竞争要求对于选定的想法而言，较短的“上市时间”。在当今的信息时代，每个公司都可以使用同一套工具，技术，文学，会议，贸易展览，教授和顾问。您如何取得突破性的成功？人们推荐了一些工具和技术，例如stage-gate®或类似的过程，以实现卓越的性能。但是，将来您不仅需要工具来使您的组织与众不同。想法的产生和管理过程是等式的一个方面，对于您的组织可能是唯一的。它表示您具有生成尽可能多的产品创意以及筛选和执行产品创意的“智能开发思想”的能力。这使我们清楚地区分了两种类型的想法。产品构想和发展构想。

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