Impact of Simulation in New Product Development - MIT
Impact of Simulation in New Product Development - MIT
Impact of Simulation in New Product Development - MIT
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Measur<strong>in</strong>g design efficiency• Design efficiency = Design output/Unit <strong>of</strong> design cost• Design output is function <strong>of</strong> two variables• Number <strong>of</strong> models– Measur<strong>in</strong>g this is (fairly) easy• Feature richness (on average) <strong>of</strong> models– Measur<strong>in</strong>g this is more challeng<strong>in</strong>gversusversus• Our study relies on simple feature richness metric that <strong>in</strong>cludes 9 features• All 2004 models given basel<strong>in</strong>e score <strong>of</strong> 1.0• Each new/improved features added 0.1 to 0.3 to model’s score, lead<strong>in</strong>gto scores <strong>in</strong> 2005 and 2006 rang<strong>in</strong>g from 1.2 to 2.0• Result<strong>in</strong>g metrics matched <strong>in</strong>tuitive judgment <strong>of</strong> company executives• We started with this simple feature richness metric, recogniz<strong>in</strong>g that morecomplex ones are also feasible• Conjo<strong>in</strong>t analysis is one possible future approach11© 2007 Robert Laubacher 11
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