Developing a new product is a process that encompasses multiple undertakings and decision-making to ensure that the fresh commodity enters the market successfully. The procedure is a critical determinant of the competitiveness of an entity and thus requires a significant amount of time and resources. Also, communication is a crucial component when developing a new product within the firm and teams. There exist several approaches to communication, and each is appropriate for specific circumstances such as resources availability and the size of the team.
Communication Models
Communication is the tool with which leaders within a given context frame a problem which entails structuring an issue to allow further action (Schilling, 2010). Usually, framing the problem helps in expounding the situation at hand to allow an informed judgement by the audience while also getting their attention. Four models of communication exist that are crucial in the process of effective product development.
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Firstly, the Serial/Batch model employs derives from the batch processing concept whereby various jobs run automatically as pre-scheduled and without the interaction of end users. This model employs technology at large to send multiple messages; hence the term batch. The approach is effective in teams working on a project that requires scheduled updates of the stages and processes as well as other necessary communications (Wheelwright, 2010). An example of a project in which the serial/batch model will be appropriate is the development of a new software. However, the approach may be ineffective when there is a need for information about the integration of the design and its minor attributes to the downstream group.
The second communication model is the Early Start in the Dark approach, which entails a link between downstream and upstream groups so that they can work concurrently. The approach is applicable in the event that the members in the downstream feel that it highly unlikely to meet the set deadline, and thus require starting the project beforehand (Wheelwright, 2010). An early start is effective in the development of projects whose deployment depends significantly on variable factors. A case in point is producing a new antenna design that depends on the availability of raw materials that may be scarce. Here, the team would prefer to start working on it while it is still available. This communication mode enables the team to mitigate unprecedented inconveniences such as delays in the future, where the early time acts as an insurance in case the project lags behind the schedule.
Another approach is the Early Involvement mode, which ensures that both upstream and downstream team members are interactive at the beginning of the project and within critical stages. Members in both groups share preliminary information without necessarily waiting for one team to finish the tasks assigned to it (Roasio, Bruch & Johansson, 2015). An example of a new product development project suited for this model is the implementation of a high-quality product such as a new infrastructure in an organization. A rapid deployment of such developments ensure the smooth running of an organization, while also giving it a competitive advantage.
The last model of communication is the integrated Problem Solving approach which not only ensures that both groups work concurrently but are also linked in the communication pattern. In effect, members in the upstream team such as engineers use the information obtained from the downstream team to draft a fresh start of their part in the project (Wheelwright, 2010). The method saves time and resources, thereby making it the most effective model among the four. An example of an appropriate project for this communication mode is the introduction of a new IT security measure.
Design-Build-Test Cycle
Notably, developing a new product or design also requires a thorough analysis of the cyclic process throughout the project besides effective communication. The design-build-test cycles can be costly especially when the team has to ensure quality and functionality of the design or prototype. Minimizing the number of these cycles necessitates a preliminary test on the implements required to complete all the necessary steps (DoE, 2015). Also, there is a need to ensure timeliness as this will minimize possible cases of delays especially during unanticipated incidences.
References
DoE, U. S. (2015). Lignocellulosic biomass for advanced biofuels and bio-products: Workshop report. US Department of Energy—Office of Science. http://genomicscience.energy.gov/biofuels/lignocellulose Accessed Jun , 201 , 282.
Rösiö, C., Bruch, J., & Johansson, A. (2015). Early production involvement in new product development. In POMS 26th Annual Conference, Washington DC, USA .
Schilling, M. A. (2010). Strategic management of technological innovation . Tata McGraw-Hill Education.
Wheelwright, S. C. (2010). Managing new product and process development: text cases . Simon and Schuster.
