Integrating Functional Knowledge and Embedding Learning in New Product Launches: How Project Forms Helped EMI Music

Andrea Ordanini; Gaia Rubera; Mario Sala

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Integrating Functional Knowledge and Embedding Learning in New Product Launches: How Project Forms Helped EMI Music

机译：在新产品发布中整合功能知识并将学习嵌入：项目形式如何帮助EMI音乐

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The article investigates whether and how the use of project-based structures can address the challenges of knowledge creation, retention and transfer in new product development processes. These issues are particularly problematic in the so-called 'creative' industries (movies, music, publishing, etc.), where getting marketing to work together with the creative side is a complex task, and where traditional sequential models for NPD seem to perform badly. The article analyses a recent strategy by EMI Music to use projects for organizing the launch of promising new releases onto the music market. Through an in-depth qualitative analysis of two relevant cases, the article illustrates how projects assist in integrating marketing and creative people (and their knowledge) in a purposeful way, and disseminating the consequential learning across initiatives. Project forms in creative industries are able to combine different types of knowledge and align different purposes across launch functions by synchronizing sequential activities and establishing joint decision making rules. They can also improve knowledge retention and diffusion among sequential initiatives, by creating artefacts where knowledge can be stored and re-used in other launches, and by removing organizational disincentives to knowledge sharing.

机译：本文调查了基于项目的结构的使用是否以及如何解决新产品开发过程中知识创造，保留和转让的挑战。这些问题在所谓的“创意”行业（电影，音乐，出版等）中尤其成问题，在这些行业中，让营销与创意部门一起工作是一项复杂的任务，传统的NPD顺序模型似乎可以执行不好本文分析了EMI音乐公司最近的一项策略，该策略使用了一些项目来组织在音乐市场上发布有前途的新专辑的发行。通过对两个相关案例的深入定性分析，本文说明了项目如何以有目的的方式帮助整合营销人员和创造力人士（及其知识），并在计划之间传播相应的学习成果。创意产业中的项目表单能够通过同步顺序活动和建立联合决策规则，来组合不同类型的知识并在启动功能之间调整不同的目的。他们还可以通过创建可在其他项目中存储和重复使用知识的人工制品，以及消除组织对知识共享的不利因素，来提高知识在后续计划中的保留和传播。

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来源
《Long Range Planning》 |2008年第1期|p.17-32|共16页
作者
Andrea Ordanini; Gaia Rubera; Mario Sala;
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收录信息美国《科学引文索引》(SCI);美国《工程索引》(EI);
原文格式 PDF
正文语种 eng
中图分类自然科学总论;
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专利

1. Epilogue: Acquiring information and integrating knowledge in New Product Development projects [J] . Fredrik Tell International Journal of Technology Intelligence and Planning . 2008,第3期

机译：结语：在新产品开发项目中获取信息并整合知识
2. Integrating Knowledge and Knowledge Processes: A Critical Incident Study of Product Development Projects [J] . Jeroen Kraaijenbrink Journal of product innovation management . 2012,第6期

机译：整合知识和知识过程：产品开发项目的关键事件研究
3. When more is less: The role of cross-functional integration, knowledge complexity and product innovation in firm performance [J] . Perez-Luno Ana, Maria Bojica Ana, Golapakrishnan Shanthi International journal of operations & production management . 2019,第1期

机译：越少越好：跨职能集成，知识复杂性和产品创新在公司绩效中的作用
4. EXPLORING NEW PRODUCT INNOVATION TYPES AND PERFORMANCE: THE ROLES OF PROJECT LEADERSHIP, FUNCTIONAL INFLUENCES, AND DESIGN INTEGRATION [C] . Morgan Swink Annual meeting of the Decision Sciences Institute . 2003

机译：探索新产品创新类型和性能：项目领导，功能影响和设计集成的作用
5. Knowledge integration in integrated product development: The role of team vision, mutual trust, and mutual influence on shared knowledge in product development performance. [D] . Rauniar, Rupak. 2005

机译：集成产品开发中的知识集成：团队愿景，相互信任和相互影响对产品开发绩效中共享知识的作用。
6. Time-course variation of statistics embedded in music: Corpus study on implicit learning and knowledge [O] . Tatsuya Daikoku 2012

机译：音乐中嵌入的统计信息的时程变化：隐性学习和知识的语料库研究
7. Occupational therapy intervention with a child is based upon an understanding and appreciation of normal development. Knowledge of current concepts and theories related to child development is essential when occupational therapist evaluates children. This background information helps therapist to plan intervention for the child. The aim of this study is to make observation video about development of about one year old child. The purpose of my study is to help occupational therapy students learn about child development. My study is practice-based thesis. It includes product, which is the observation video and study rapport. I describe my whole process in my rapport. The process includes different kinds of stages. First, I studied those theories of child development, which are used in the studies of occupational therapy for children. These theories are Moseys Developmental Frame of Reference and the theory of development according to Sensory Integration Theory. These theories are the frames of reference of my study. I organize the child development areas according to child occupations and skills. Then I start to plan, film and edit my video based on the theories of child development and the principles of making a video. In my rapport I describe all the stages of my study and explain the sequence and the content of the stages. I also evaluate the process of my study. In the observation video you can see those stages of development where about one year old child is based on the frames of reference, which I have used in my study. I believe that my observation video can at least be good for inspiring occupational therapy students learning about child development. Keywords child development, learning, observation video [O] . Lehtinen Ann-Mari 2006

机译：对儿童的职业治疗干预基于对正常发育的理解和欣赏。当职业治疗师评估儿童时，与儿童发育相关的当前概念和理论的知识必不可少。这些背景信息可帮助治疗师为孩子计划干预措施。这项研究的目的是制作有关约一岁儿童发育的观察视频。我研究的目的是帮助职业治疗学生学习儿童成长。我的研究是基于实践的论文。它包括产品，这是观察视频和学习融洽的关系。我以融洽的方式描述我的整个过程。该过程包括不同阶段。首先，我研究了有关儿童发育的理论，这些理论被用于儿童的职业治疗研究中。这些理论是Moseys发展参考框架和根据感觉统合理论的发展理论。这些理论是我研究的参考框架。我根据儿童职业和技能组织儿童发展领域。然后，我根据儿童发育理论和视频制作原理开始计划，拍摄和编辑视频。在融洽的关系中，我描述了学习的所有阶段，并解释了这些阶段的顺序和内容。我还评估了我的学习过程。在观察视频中，您可以看到那些发展阶段，其中大约一岁的孩子基于我的研究框架。我相信，我的观察视频至少可以对激发职业治疗的学生学习儿童发育有帮助。关键字儿童发展，学习，观察视频

Integrating Functional Knowledge and Embedding Learning in New Product Launches: How Project Forms Helped EMI Music

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