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Research Area 3 (WP6): Product Realization Torgeir Welo Norwegian University of Science and Technology (NTNU) Engineering Design and Materials, Trondheim, Norway October 12, 2012 WP 6 – Product realization WP 6 Product realization Task 6.1: Enablers for product realization capability and business performance Goal: To determine the impact of an assortment of PD enablers on business performance and product realization capability Research question(s): Collaborating key company (ies): Nammo (verification of pilot) Task 6.2: Implementation of lean-PD into existing, multidisciplinary and dispersed PD teams Goal: Gaining insight into how knowledge-based PD (KBD) methodology/philosophy is implemented and adapted within an organization, using action research at a selected company. Research question(s): RQ: What are the important enablers with respect to efficient and sustainable product realization? RQ: How to extract and apply the identified enablers in an assessment tool capable of identifying product realization performance gaps? RQ: How can KBD efficiently be implemented and practiced in an organization with multidisciplinary and dispersed teams and, additionally, be seamlessly integrated into existing business processes and systems? Collaborating key company (ies): KA (active participation in KBD implementation) Task 6.3: Knowledge-based PD in the ideation and concept phases Goal: To determine if, and how, the knowledge-based philosophy can be adapted to in the front end PD process where conditions of more fuzziness, more ambiguity, less predictability, more innovation, less ‘process-structure’, less repeatability, etc,. prevail. Research question(s): RQ: Can KBD thinking and methodologies be used to ‘boost’ the process of identifying unmet needs, generate ideas and convert these into concepts and solutions with better potential for success in the market place? If yes, how is this done; e.g. at what level should ‘process’ and activities be structured? Collaborating key company (ies): RT Main Results 2011 Completed LPD model and associated assesment tool Completed assessment with 2 Norman companies Developed LPD best-practice survey based on above Relatively high publication activity Internationalization: Stanford; exchange PhD and ME310 course program Recruitment of one new PhD within ‘fuzzy’ front-end research Receives funding for IP project, Knowledge-Based Development (KBD) based on results obtained in Norman, among others Several MSc student projects Main Results 2012 Completed survey, including more than 350 respondents; first publication of data submitted to CIRP: ‘Understanding Lean Product Development Practices: A Survey of Norwegian Manufacturing Companies’ First PhD within WP6 finished in August 2012 High publication activity, including several papers combining Lean and Systems Engineering; PDMA; ISPIM; CIRP; CSER;INCOSE;IJPD;IJITM;JEDT; etc. Strengthens internalization: New PhD on exhange program with Stanford for 1 year; Working on ‘exchange’ professorship 2nd generation ME310 course; Cooperation with DTU (Copenhagen) ->PPF-> EU project (?) Capitalizing on activities in other IP projects, including KBD, Lean Operations, etc Several MSc student projects within WP6 (Sund; Martinsen; Sanches; Tonning ) Example: Integrating Norman Research, Education and Industrial Practice in MSc projects Main Results 2012… continued Problem: Stage gate is a BU process primarily for resource allocation BU needs a governance process to make healthy investment decisions PD/SE/PE teams need an adaptive guidance process Establish a research method that continuously measure how the team perceive/rate the success of the implementation wrt outcome, process, execution environment. Transfer/ Generation Applicatio n Integration Governance Continue publish articles on the basis of collected data from survey Two case studies under construction with Nammo and KA: Organizational aborptivity of an event-driven NPD process Autonomy of Product Engineering Knowledge Discovery Firm’s Engineering Knowledge Standard Market Requirements Planning/Risk Mitigation Learning Cycle(s) Design Review & Freeze(s) GATE 1 Idea Screen Scoping GATE 2 Second Screen Business Case GATE 3 Development Go to Development Post Launch Review Design integration GATE 4 Go to Testing Validation Process Integration GATE 5 Production Integration Launch Go to Launch GATE 6 Production Readiness Timeline Publications (2011) According to ’official’ scores, WP6 produced 7,5 points in the NTNU system. Three selected 2011 articles demonstrating the variety of topics in WP6: Publications 2012 Estimated publication credits according the NTNU system: 12 points. Targeted Publication Channels: Journal of Cleaner Production Int Journal of Sustainable Engineering Int Journal of Product Development Int Journal of Innovation and Tech Management Journal of Product Innovation Management Journal of Production Research Journal of Engineering, Design and Technology Systems Engineering Networks: ISPIM, PDMA, INCOSE; CSER; ICED; CIRP; EEE SOSE; etc Integration of PhD within WP6 Name Christer W. Elverum Topic/Title of thesis The fuzzy front-end of innovation: a framework for user-centered concept generation product engineering Department IPM / CDR - Center for Design Research (Stanford University) Supervisor(s) Torgeir Welo and Martin Steinert Relation to RA/WP in Norman WP 6 – Product realization Involved companies Possibly General Motors and Tesla Motors Status “fagstudiet” All mandatory courses (22.5 PhD, 7.5 MSc) to be completed by midSeptember 2012. Overview of publications First publication scheduled fall/winter 2012. Comprehensive literature study on Fuzzy front-end and concept development. Maybe including case studies. Other results/achievements Submitted paper to CIRP Design 2013, “Towards a context-driven front-end in new product development”, still pending Comments/other Will move to Stanford and work at CDR from mid-September to end of September next year. One of the goals is to establish cooperation with two automotive companies in the US to conduct case studies in the concept development phase. Ideation and concept phase – Opportunity identification, concept generation and concept development Plans for PhD Visiting researcher at Stanford, October 2012 – October 2013 Co-supervisor Martin Steinert Case study with two car manufacturers, possibly Tesla and a established company (GM or similar) Work with two international car labs at Stanford Volkswagen Automotive Innovation Lab CARS – the center for automotive research Focus case studies and future research on concept development Continue to pursue front-end contextual factors within the concept development phase Study the concept development phase by looking at two vastly different companies producing the ‘same’ product, electric vehicles Journal paper, fuzzy front-end literature study, possibly with a case study, winter 2012 How does the existing infrastructure such as tools, knowledge and suppliers affect the concept development phase? In this case we want to specifically look at how concepts are developed when you are allowed/must to start with blank sheets. For example how are concepts developed when designing EVs at Tesla compared to Nissan/Honda/GM (or other car manufacturers that already have a very established infrastructure).