Impact of Simulation in New Product Development - MIT

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NPD research setting and methodology• Setting• Manufacturer of high tech electronics systems with multiple product lines• Sophisticated simulation tools introduced in several product units, studyexamined impact on single product line• Highly advanced simulation technology– 4D CAD (modeling of motion during manufacturing and in use)– Simulation of key product performance parameters (e.g. electricalpulses in circuit boards, rigidity of external case, etc.)• Simulation tools introduced over 2 year period, 2004-2005• Methodology• Preliminary open-ended phone interviews with key executives• Questionnaire preparation and detailed field interviews at 6 units– Product unit (HQ, design, manufacturing, support) and corporate(technology, planning/business development)• Gathering metrics for 2004-06 and analysis/modeling6© 2007 Robert Laubacher 6
Study findings7© 2007 Robert Laubacher 7
Page 1 and 2: Activity Based Performance Measurem
Page 3 and 4: Research objectives and methodology
Page 5: ABPM work to date• RFID in retail
Page 9 and 10: Core benefits of simulationDirect b
Page 11 and 12: Measuring design efficiency• Desi
Page 13 and 14: Typical claims about IT-enabled eff
Page 15 and 16: Options for using increased design
Page 17 and 18: Modeling simulation-enabled sales i
Page 19 and 20: Measuring impact of speeding up des
Page 21 and 22: Measuring higher quality design•
Page 23 and 24: Modeling impact of simulation0.300.
Page 25 and 26: Applicability to other firms• Can

Impact of Simulation in New Product Development - MIT

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