Fac. Management & Organization – Elisabeth Stavenga Master thesis – Strategy & Innovation
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Appendix 1
Value system of the packaging industry by Geerts (2002)
Fac. Management & Organization – Elisabeth Stavenga Master thesis – Strategy & Innovation
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Appendix 2
Stages innovation process Cooper (1983)
Development stages Activities Description
1 Idea Idea generation An idea results when technological possibilities are matched with an expected market demand.
Screening First evaluation of the idea; the
initial decision to commit resources.
2 Preliminary assessment Preliminary market assessment Conducting a quick market study, using in-house information, secondary data, and outside sources.
Preliminary technical assessment Assessing the idea’s technical viability.
3 Concept Concept identification Identifying a market need and the way to meet it. Formulating the basic design.
Concept development Translating the market
requirements into an operational concept.
Concept test Conducting a market study to test market acceptance of the concept.
4 Development Development of prototype Employing various resources to develop a prototype.
Development of marketing plan Formulating a general marketing plan, based on the concept stage.
5 Testing In-house tests (internal or alpha tests)
Testing the technical functioning of the prototype.
Tests with users (external or beta tests)
Testing of the prototype under working conditions by real customers.
6 Trial Pilot production Testing the production method that will be used for full scale
production.
Finalization of marketing plan Formulating the final marketing plan.
Business analysis Undertaking a pre-
commercialization business analysis.
7 Launch Full production Starting up full production.
Market launch Introducing the product into the market.
Fac. Management & Organization – Elisabeth Stavenga Master thesis – Strategy & Innovation
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Appendix 3
Funnel Model of Douwe Egberts
IDEA GENERATION
IMPLEMEN TATION
CONCEPT FEASIBILITY
PRODUCT PROCESS DEVELOPMENT
Launch Launch
POST LAUNCH EVALUATION Gate
(optional) (Commit to Launch)
Gate (optional) (Commit to Launch) GateGate
Gate (Start production)
Gate (Start production)
Gate (Close Project)Gate (Close Project) Gate
(Start Project)Gate (Start Project)
NPD Funnel with Key Deliverables Checklist
*NPD Project Proposal including:
– Overall objectives – Target market definition – Concept definition – Essential product attributes/properties – Estimated Business potential (volume,
NSV) – Project team – Potential problems/risks – Feasibility Phase Definition/plan
*NPD Project Proposal including:
– Overall objectives – Target market definition – Concept definition – Essential product attributes/properties – Estimated Business potential (volume,
NSV) – Project team – Potential problems/risks – Feasibility Phase Definition/plan
*Working Prototype
*Optimised, confirmed concept
*Product Design Specification
*Key suppliers/manufacturers/fillers selected
*Capital investments identified
*Price corridor
*Product cost structure
*Confirmed Business potential (volume, NSV, CM)
*Gate Review – (Revised) launch date – (Revised) overall project objectives – Development Phase definition/plan
*Working Prototype
*Optimised, confirmed concept
*Product Design Specification
*Key suppliers/manufacturers/fillers selected
*Capital investments identified
*Price corridor
*Product cost structure
*Confirmed Business potential (volume, NSV, CM)
*Gate Review – (Revised) launch date – (Revised) overall project objectives – Development Phase definition/plan
*Claims support
*Provisional Product Dossier (incl.
component specs)
*Bulk manufacturing/ pack assembly/filling line specifications
*Product cost structure/margins
*Final in-use consumer test
*Provisional Launch/Marketing Plan (incl. launch countries’ volume commitments)
*Risk evaluation
*CERs approved
*Supply/manufacturing/ filling contracts
*Gate Review –(Revised) launch date –(Revised) overall objectives –Process Development Phase (or
Implementation Phase) definition/plan
*Claims support
*Provisional Product Dossier (incl.
component specs)
*Bulk manufacturing/ pack assembly/filling line specifications
*Product cost structure/margins
*Final in-use consumer test
*Provisional Launch/Marketing Plan (incl. launch countries’ volume commitments)
*Risk evaluation
*CERs approved
*Supply/manufacturing/ filling contracts
*Gate Review –(Revised) launch date –(Revised) overall objectives –Process Development Phase (or
Implementation Phase) definition/plan
*Components/final product specifications verified
*Labels & secondary pack approved
*Production/filling processes verified (zero production)
*Supply chain finalised
*Complete Provisional Product Dossier
*Launch/Marketing plan approved (incl.
KPI’s and evaluation methods)
*Trade introduction
*Clearance Request (for production) signed (including release criteria)
*Gate Review – Launch date fixed – (Revised) overall objectives – Implementation & Post Launch
Evaluation Phase definition/plan
*Components/final product specifications verified
*Labels & secondary pack approved
*Production/filling processes verified (zero production)
*Supply chain finalised
*Complete Provisional Product Dossier
*Launch/Marketing plan approved (incl.
KPI’s and evaluation methods)
*Trade introduction
*Clearance Request (for production) signed (including release criteria)
*Gate Review – Launch date fixed – (Revised) overall objectives – Implementation & Post Launch
Evaluation Phase definition/plan
*Sales force briefed
*Product release criteria achieved
*A&P scheduled
*Launch
*Sales force briefed
*Product release criteria achieved
*A&P scheduled
*Launch
*Production efficiency optimised
*Consumer complaints monitored
*Authorised Product Dossier
*Launch KPI’s monitored/adjustments made
*Project Evaluation Report
*Success celebrated!
*Production efficiency optimised
*Consumer complaints monitored
*Authorised Product Dossier
*Launch KPI’s monitored/adjustments made
*Project Evaluation Report
*Success celebrated!
