New Product Introduction Process Research Articles

Technology as knowledge – towards a new perspective on knowledge management in electronics

This paper gives practical examples of the concept of knowledge management with reference to an SME in the electronics sector. The study covers collaboration with the authors over a six year period. Whilst recognizing the relatively immature stage of this emerging subject's development, three practical demonstrations are given of its potential for enhancing the new product introduction process by analysing circuit designs in the light of subsequent manufacturing data. In particular, the power of inductive learning techniques is applied to thick film component design. One particular example highlights its capacity to uncover new knowledge directly from such data. The implications of this work are discussed, firstly for the management of the technology of design and manufacture and secondly for the improvement of business performance. Significant improvement in defect rates, process yields, stockturns per annum and turnover per head are reported.

Managing new-product announcements in the computer industry

The authors examine the role of new-product announcements within the context of the new-product introduction process, focusing on the announcement process for mainframe computers. Using data from interviews with leading vendors and consultants, the article explores the extent to which the announcement process has been formalized within the industry as a defined set of prelaunch activities. Related issues, including announcement objectives, target audience, and media mix considerations are also discussed.