Sung Joo Bae
Assistant Professor of
Operations and Technology Management
Characteristic
Compression
Experiential
Key Assumption
Certainty
Uncertainty
Image of product
Predictable series of well-defined steps
Uncertain path through foggy & shifting
innovation
(Usually works for mature industry)
markets and technologies
Strategy for speed
Rationalize, then squeeze the process
Quickly build understanding and
options while maintaining focus and
motivation
Tactics for speed
Planning
Multiple iterations
Supplier involvement
Extensive testing
Cut step time through CAD
Frequent milestones
Overlapping development steps
Powerful leader
Reward for meeting schedule
Multifunctional teams
(Source: Eisenhardt & Tabrizi, 1995)
(Source: J. Kus&ar et al., 2003)
Supplier
Concept
Car Maker
Early Supplier
Involvement
Market
Concept Generation
Continuous and
Direct Input
from Market
Product
Planning
Continuous
Elaboration of
Product
Concept
Planning
Release of
Preliminary
Information
Product
Engineering
Engineering
Intensive Supplier
Communication
Process
Overlapping
ProblemSolving
Quick Problem Solving
Early Information
Exchange and Early
Conflict Recognition
Unstable,
Unpredictable
Competition
Continuous and Direct
Contact of Concept
Generation Unit with all
Development Stages
Vehicle Concept
is important
Process
Engineering
Production
Production
Close Supplier Ties in
Operations
Alternatives
Evaluation
Final Approval
Information Flow