OPTIMAL ECONOMIC RESULT AND RISK OF PARALLEL DEVELOPMENT OF CONCEPT OPTIONS IN DYNAMIC MARKETS
Autor(a) principal: | |
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Data de Publicação: | 2016 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Revista de Administração e Inovação |
Texto Completo: | https://www.revistas.usp.br/rai/article/view/114291 |
Resumo: | New product development is an essential competence to organizations. Launching success productsrequires elaborate and precise knowledge about the technological platforms, like the most important market needs and characteristics, and the project team have to employ information systems to support the project decisions, which must be rapid and accurate. However, when the market characteristics are much dynamic and change rapidly or the development project aims at a really new product, the levels of uncertainties are greater, and the project team must employ more robust strategies of risk management. Option thinking is useful to develop several concept alternatives of some crucial subsystems of the new product in order to achieve new technical and market knowledge by repeating cycles of design, built and tested by several and different prototypes in parallel. These different prototypes develop, test and can accumulate knowledge about each one, different technologies, architectures and quality attributes or the usability for potential customers. This study achieves the optimal number of concept options to develop in parallel in order to maximize the economic performance of the development project of a new product constituted of two important subsystems. Mathematical models simulating the sequential decision process are developed to determine the economic result and risk of a two-subsystem product innovation project. Our results point the parallel development of concept options as a robuststrategy to manage new product development mostly in adverse conditions, that is, with greater levels of uncertainties. |
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OPTIMAL ECONOMIC RESULT AND RISK OF PARALLEL DEVELOPMENT OF CONCEPT OPTIONS IN DYNAMIC MARKETSNew product developmentEconomic result and risk of projectsOption thinking.New product development is an essential competence to organizations. Launching success productsrequires elaborate and precise knowledge about the technological platforms, like the most important market needs and characteristics, and the project team have to employ information systems to support the project decisions, which must be rapid and accurate. However, when the market characteristics are much dynamic and change rapidly or the development project aims at a really new product, the levels of uncertainties are greater, and the project team must employ more robust strategies of risk management. Option thinking is useful to develop several concept alternatives of some crucial subsystems of the new product in order to achieve new technical and market knowledge by repeating cycles of design, built and tested by several and different prototypes in parallel. These different prototypes develop, test and can accumulate knowledge about each one, different technologies, architectures and quality attributes or the usability for potential customers. This study achieves the optimal number of concept options to develop in parallel in order to maximize the economic performance of the development project of a new product constituted of two important subsystems. Mathematical models simulating the sequential decision process are developed to determine the economic result and risk of a two-subsystem product innovation project. Our results point the parallel development of concept options as a robuststrategy to manage new product development mostly in adverse conditions, that is, with greater levels of uncertainties.Universidade de São Paulo. Faculdade de Economia, Administração e Contabilidade2016-09-19info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://www.revistas.usp.br/rai/article/view/114291INMR - Innovation & Management Review; v. 13 n. 3 (2016); 190-1982515-8961reponame:Revista de Administração e Inovaçãoinstname:Universidade de São Paulo (USP)instacron:USPenghttps://www.revistas.usp.br/rai/article/view/114291/118412Camargo Júnior, Alceu SallesYu, Abraham Sin Oihinfo:eu-repo/semantics/openAccess2018-04-25T15:29:58Zoai:revistas.usp.br:article/114291Revistahttp://www.viannajr.edu.br/wp-content/uploads/2016/01/raiPUBhttp://www.revistas.usp.br/viaatlantica/oairevistarai@usp.br||tatianepgt@revistarai.org1809-20391809-2039opendoar:2018-04-25T15:29:58Revista de Administração e Inovação - Universidade de São Paulo (USP)false |
dc.title.none.fl_str_mv |
OPTIMAL ECONOMIC RESULT AND RISK OF PARALLEL DEVELOPMENT OF CONCEPT OPTIONS IN DYNAMIC MARKETS |
title |
OPTIMAL ECONOMIC RESULT AND RISK OF PARALLEL DEVELOPMENT OF CONCEPT OPTIONS IN DYNAMIC MARKETS |
spellingShingle |
OPTIMAL ECONOMIC RESULT AND RISK OF PARALLEL DEVELOPMENT OF CONCEPT OPTIONS IN DYNAMIC MARKETS Camargo Júnior, Alceu Salles New product development Economic result and risk of projects Option thinking. |
title_short |
OPTIMAL ECONOMIC RESULT AND RISK OF PARALLEL DEVELOPMENT OF CONCEPT OPTIONS IN DYNAMIC MARKETS |
title_full |
OPTIMAL ECONOMIC RESULT AND RISK OF PARALLEL DEVELOPMENT OF CONCEPT OPTIONS IN DYNAMIC MARKETS |
title_fullStr |
OPTIMAL ECONOMIC RESULT AND RISK OF PARALLEL DEVELOPMENT OF CONCEPT OPTIONS IN DYNAMIC MARKETS |
title_full_unstemmed |
OPTIMAL ECONOMIC RESULT AND RISK OF PARALLEL DEVELOPMENT OF CONCEPT OPTIONS IN DYNAMIC MARKETS |
title_sort |
OPTIMAL ECONOMIC RESULT AND RISK OF PARALLEL DEVELOPMENT OF CONCEPT OPTIONS IN DYNAMIC MARKETS |
author |
Camargo Júnior, Alceu Salles |
author_facet |
Camargo Júnior, Alceu Salles Yu, Abraham Sin Oih |
author_role |
author |
author2 |
Yu, Abraham Sin Oih |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Camargo Júnior, Alceu Salles Yu, Abraham Sin Oih |
dc.subject.por.fl_str_mv |
New product development Economic result and risk of projects Option thinking. |
topic |
New product development Economic result and risk of projects Option thinking. |
description |
New product development is an essential competence to organizations. Launching success productsrequires elaborate and precise knowledge about the technological platforms, like the most important market needs and characteristics, and the project team have to employ information systems to support the project decisions, which must be rapid and accurate. However, when the market characteristics are much dynamic and change rapidly or the development project aims at a really new product, the levels of uncertainties are greater, and the project team must employ more robust strategies of risk management. Option thinking is useful to develop several concept alternatives of some crucial subsystems of the new product in order to achieve new technical and market knowledge by repeating cycles of design, built and tested by several and different prototypes in parallel. These different prototypes develop, test and can accumulate knowledge about each one, different technologies, architectures and quality attributes or the usability for potential customers. This study achieves the optimal number of concept options to develop in parallel in order to maximize the economic performance of the development project of a new product constituted of two important subsystems. Mathematical models simulating the sequential decision process are developed to determine the economic result and risk of a two-subsystem product innovation project. Our results point the parallel development of concept options as a robuststrategy to manage new product development mostly in adverse conditions, that is, with greater levels of uncertainties. |
publishDate |
2016 |
dc.date.none.fl_str_mv |
2016-09-19 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://www.revistas.usp.br/rai/article/view/114291 |
url |
https://www.revistas.usp.br/rai/article/view/114291 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://www.revistas.usp.br/rai/article/view/114291/118412 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade de São Paulo. Faculdade de Economia, Administração e Contabilidade |
publisher.none.fl_str_mv |
Universidade de São Paulo. Faculdade de Economia, Administração e Contabilidade |
dc.source.none.fl_str_mv |
INMR - Innovation & Management Review; v. 13 n. 3 (2016); 190-198 2515-8961 reponame:Revista de Administração e Inovação instname:Universidade de São Paulo (USP) instacron:USP |
instname_str |
Universidade de São Paulo (USP) |
instacron_str |
USP |
institution |
USP |
reponame_str |
Revista de Administração e Inovação |
collection |
Revista de Administração e Inovação |
repository.name.fl_str_mv |
Revista de Administração e Inovação - Universidade de São Paulo (USP) |
repository.mail.fl_str_mv |
revistarai@usp.br||tatianepgt@revistarai.org |
_version_ |
1800221936742039552 |