b Inggris Gojin UNIT 10
2
An important success factor in successful New Product Introduction is the attitude of consumers in the target market. The internet represents new ways of informing potential buyers and stimulating purchase decision. To make the most of the net knowledge of attitude in the target group is vital. Mc Kinsey reports that in hina there are !"# million internet users currently $$$ compared with #%% million in the &'. In both domestic markets internet sales account for around !$() of retailing. The hinese e$tailing market at &'* #+, bn currently larger hat the &' at &'* #%- bn. &ntil recently hinese manufacturer were thought to be lagging behind rms in the /est in internet use. Mc Kinsey senses an important increase in the race of uptake of these technologies by hinese rms. This should mean a sur ge in pro ductivity and b etter access to nance for hinese rms. 0esides better richer communication with the market1 the internet globally is helping smaller1 potentially disruptive rms1 enter maret and un some instance grow rapidly. hinese rms can be e2pected to benet in this way. Mc Kinsey anticipated that the innovative capability of hinese rms will also progress rapidly. 32amples include mobile phone maker 4iaomi who is developing net based user centered design capability 5 also 6enovo who have moved into crowd 5 sourcing new product ideas. Mc Kinsey7s analysis ties in with important new work by Peter /illiamson at the 8udge 0usiness 'chool in ambridge1 &K1 following on his study of the hinese strategy of globalling by cost innovation. In his latest work he nds that hina has moved beyond cost innovation capability by integr ating technologies. 0y western standard hinese innovation is often unorthodo2 5 for e2amples designing a fast computer by linking standard chips. 9verall1 the hinese are industralling innovation with an approach shaped by their relative lack of Ph.*.They are using the classic principles of :ordism to create innovation processes which take place in a lot of small steps using trade school graduates. They are also pusing the bounderies of simultaneous engineering. 6enovo have been successful with this approach as the classic waterfall se;uence isn7t needed with a modular design with well specied interfaces like Ps. Pearl <iver Pianos have also moved beyond se;uential development to reduce cost and compress time. The hinese have embraced th e fast iteration approach typical of the 6ean 'tartup methodology. 'ome hinese markets support this approach well because there are customer segments who are happy to buy innovative product and then provide fast feedback on the product aspects where more work is needed. It is becoming routine to launch platforms and let users suggest what to add. This approach has been used e=ectively by medtechrm1 Mindray1 for e2ample.
Transcript of b Inggris Gojin UNIT 10
7/23/2019 b Inggris Gojin UNIT 10
http://slidepdf.com/reader/full/b-inggris-gojin-unit-10 1/2
An important success factor in successful New Product Introduction is the
attitude of consumers in the target market. The internet represents new ways of
informing potential buyers and stimulating purchase decision. To make the most of
the net knowledge of attitude in the target group is vital.
Mc Kinsey reports that in hina there are !"# million internet users currently$$$ compared with #%% million in the &'. In both domestic markets internet sales
account for around !$() of retailing. The hinese e$tailing market at &'* #+, bn
currently larger hat the &' at &'* #%- bn.
&ntil recently hinese manufacturer were thought to be lagging behind rms
in the /est in internet use. Mc Kinsey senses an important increase in the race of
uptake of these technologies by hinese rms.
This should mean a surge in productivity and better access to nance for
hinese rms. 0esides better richer communication with the market1 the internet
globally is helping smaller1 potentially disruptive rms1 enter maret and un someinstance grow rapidly. hinese rms can be e2pected to benet in this way.
Mc Kinsey anticipated that the innovative capability of hinese rms will also
progress rapidly. 32amples include mobile phone maker 4iaomi who is developing
net based user centered design capability 5 also 6enovo who have moved into
crowd 5 sourcing new product ideas.
Mc Kinsey7s analysis ties in with important new work by Peter /illiamson at
the 8udge 0usiness 'chool in ambridge1 &K1 following on his study of the hinese
strategy of globalling by cost innovation. In his latest work he nds that hina has
moved beyond cost innovation capability by integrating technologies. 0y western
standard hinese innovation is often unorthodo2 5 for e2amples designing a fast
computer by linking standard chips.
9verall1 the hinese are industralling innovation with an approach shaped by
their relative lack of Ph.*.They are using the classic principles of :ordism to create
innovation processes which take place in a lot of small steps using trade school
graduates. They are also pusing the bounderies of simultaneous engineering.
6enovo have been successful with this approach as the classic waterfall se;uence
isn7t needed with a modular design with well specied interfaces like Ps. Pearl
<iver Pianos have also moved beyond se;uential development to reduce cost and
compress time.
The hinese have embraced the fast iteration approach typical of the 6ean
'tartup methodology. 'ome hinese markets support this approach well because
there are customer segments who are happy to buy innovative product and then
provide fast feedback on the product aspects where more work is needed. It is
becoming routine to launch platforms and let users suggest what to add. This
approach has been used e=ectively by medtechrm1 Mindray1 for e2ample.
7/23/2019 b Inggris Gojin UNIT 10
http://slidepdf.com/reader/full/b-inggris-gojin-unit-10 2/2
6ike the Tech ity rms in 6ondon1 the hinese have adopted >e2ible
hori?ontal organi?ation but this coupled with a strong vertical hierarchy which sets
ambitions goals for each team. These goals often cover e2tremely rapid production
scale up for new product. All in all1 Peter /illiamson believes the hinese are
emerging at the cutting edge of global management practices. @e suggest that
hina is now taking a global lead in business models in the way that 8avanesemanufacturing did in the +(-s.
In summary1 hina7s contribution is in building management system that can
deliver accelerated innovation to keep pace with a fast 5 changing domestic
consumer market. In this way a distinctive hinese management style and a
hinese way of doing thins are rapidly developing.
learly it would be a mistake for &K rms to neglect these developments.
MaBor engineering rms in the &K have been reshoring their supply chains to better
manage NPI. &K supply chain rms in the &K chain rms often have to upskill to
meet e2pectation when this happens. There is some evidence now that pig pharmais actively seeking collaboration with hinese rms1 in part to get access to their
new methods and approaches.
0ig pharma have deep e2perience in managing their development and
innovation processes as you would e2pect form the &K sector which spends most on
<C*. In other sectors many rms need to their NPI process. This where 'MMT
Industry :orum7s insight1 e2perience planning and training can smooth new product
introductions and protable <eturn 5 9n 5 Investment.
