The Foundation COTEC for technological innovation in its report "Cases of product development" studied in detail six cases of successful development of new products in the English system of innovation . One of the conclusions of this work is that most innovative firms in Spain concentrated its efforts in R + D + i in optimizing their processes, aimed at saving costs and time and improving efficiency in operations and information management, while innovation in new products is less frequent , despite also be considered as a source of potential value to the competitiveness of companies.
When we talk about a product, we do not only objects materials, tangible attributes, but can also be intangible goods or services. A product is anything that can be offered on the market for attention, acquisition, use or consumption and satisfies a desire or a need for users / customers.
COTEC The study provides useful lessons and best practices that can be followed as a model for action by large companies and SMEs in our country. This report is to describe the process followed in the development of six new products successful for so many companies from different sectors of activity, geographical area and size.
is a useful tool in practice, because the analysis of the critical stages of the case firms are developing new products or are interested in doing so they can draw different lessons.
These are the six items chosen, all very interesting:
1. BBVA Dinero Express : This case goes beyond product innovation and enters the challenge of developing a new business model, since it is a global solution of products and services for immigrants in Spain. Money Express is a specialized network of stores offering an extensive schedule a set of financial services (money transfer, credit, guarantees, mortgages, personal accounts, cards, etc ...) and non financial services through agreements with suppliers, as insurance (repatriation, payment protection, etc.) booth, legal advice and documentation, job, travel, phone cards, purchase and rental housing or courier service.
2. Panda Antivirus Titanium: Panda Antivirus Titanium is the first antivirus and firewall solution designed for the home user that incorporates prevention, which can detect and quickly eliminate the presence of virus. This new concept makes Panda Antivirus Titanium a service rather than an asset, because the product itself does not work without the updates (updates ) constant and, where appropriate, new versions of the same ( upgrades).
3. Eceiza House Frozen Desserts: Eceiza House has two major product lines, dried and frozen, distinguishing two varieties both market: trade and off. The new product developed by the company and discussed in the report belongs to the family of minitartas, and it is a high quality frozen desserts in individual serving in that traditional baking techniques incorporating the use of machinery and advanced technology and customer delivery of the product in attractive packaging.
4. 2 MW wind turbines Gamesa: The development of the family of wind turbines of 2 MW Gamesa is the response to a clear demand for increased unit capacity of wind turbines in a growing market. Today, there are only four or five manufacturers in the world to offer this power turbines, which compared with low-capacity wind turbines have the advantage of lower environmental impact, since fewer units are needed to obtain the same power, and a lower cost to the user.
5. Terminal / Infrastructure TETRA (Teltronic): The TETRA (Terrestrial Trunked Radio) is an open standard for private mobile radio system with digital technology, which permits two-way radio communication between different people (voice and data) through a a network infrastructure and terminals themselves. A new digital technology, compared to analog, provides a high degree of expertise and reliability in communications at a lower cost than mobile phones, besides offering the advantage of its ability to access other networks such as Internet or lines mobile or fixed, you bet the company Teltronic at a time when he was in the process of standardization and whose success in the market was completely unknown.
6. CGM Ormazábal Cell: The cell CGM is a team led the market for electrical distribution networks of medium voltage, whose main characteristic is its modularity and the use of gas instead air as the insulating medium, so as to reduce the size of the cells due to improved dielectric properties of the gas. They have a great impact on the market for private facilities, which provide the flexibility needed to adapt to a variety of patterns and functions.
The case studies help to visualize the impact in practice throughout the various critical success factors in the product development process (having human multifunctional teams with the involvement of all company departments : R & D, marketing, production ...; rigorous reviews, market orientation, etc..), and also show the importance of other factors such as collaboration, time -to-market, technological surveillance or planning projects.
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