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首页> 外文期刊>Journal of product innovation management >Applying Industrial Design and Cost Engineering to New Product Development in Early-Stage Firms
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Applying Industrial Design and Cost Engineering to New Product Development in Early-Stage Firms

机译：将工业设计和成本工程学应用于早期企业的新产品开发

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For early-stage firms, successful commercialization of each new product is critically important, given the shortage of financial resources, the limited product portfolio, and small staffs typical of such firms. This paper investigates two key contributing factors for new product success in entrepreneurial firms: designing products that are appealing to target users in both form and function and designing products that can be manufactured at an attractive margin so that the new enterprise can generate much needed positive cashflow. These two practices—industrial design and cost engineering—are well studied in the context of larger, established corporations but have not been explored in the context of new ventures. This study focuses on the intensity of individual and combined adoption of design and cost engineering as measured by product development efficiency and effectiveness. The study was conducted on a homogeneous sample of early-stage firms that develop physical, assembled products where design plays a role. The data collection focused only on the first product developed by each firm respectively. The results show that when implemented together, industrial design and cost engineering enhance both the effectiveness and efficiency of new product development in early-stage firms, to greater effect than each does individually. Intensive individual adoption of practices had a negative impact on development efficiency measures such as development cost and duration. Only cost engineering individually had a beneficial impact on development effectiveness as measured by product margins. When combined, these two practices had a beneficial impact on both development duration and cost for the company's first commercial product, thereby reducing time-to-market and precious cash expenditures while maximizing project breakeven timing. The most successful firms in the study achieved a balance between creative innovation and cost discipline in the NPD process with third-party design and manufacturing resources. It was found that integrating third-party design firms into the development process can challenge, simplify, and add additional creative resources to the core entrepreneurial team, maximizing the ability to catalyze beneficial tension between creativity and cost discipline.
机译：对于早期公司而言，鉴于这些公司典型的财务资源短缺，产品组合有限以及人员少的问题，每个新产品的成功商业化至关重要。本文研究了创业公司新产品成功的两个关键促成因素：设计在形式和功能上均能吸引目标用户的产品，以及设计能够以诱人的利润生产的产品，以便新企业能够产生急需的正现金流。工业设计和成本工程这两个实践在较大的已建立公司的背景下得到了很好的研究，但在新企业的背景下尚未进行探索。这项研究的重点是按产品开发效率和有效性衡量的设计和成本工程的个体采用和组合采用的强度。该研究是对早期公司的同类样本进行的，这些公司在设​​计中发挥了实际作用，开发了组装产品。数据收集仅针对每个公司分别开发的第一个产品。结果表明，如果将它们一起实施，工业设计和成本工程可以提高早期公司新产品开发的有效性和效率，其效果要比每个公司都大。大量采用个人做法对诸如开发成本和持续时间之类的开发效率指标产生负面影响。按产品边际来衡量，只有成本工程对开发效率产生了有益的影响。结合使用这两种做法，对公司的第一个商业产品的开发持续时间和成本都有有益的影响，从而缩短了上市时间和宝贵的现金支出，同时最大限度地延长了项目的收支平衡时间。该研究中最成功的公司在NPD流程中使用第三方设计和制造资源，在创新和成本纪律之间取得了平衡。发现将第三方设计公司整合到开发过程中可以挑战，简化和向核心企业家团队添加其他创意资源，从而最大程度地发挥催化创意与成本纪律之间的有益张力的能力。

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