Concise yet comprehensive, Product Planning Essentials addresses the complex, interdisciplinary nature of product development and product management. It covers strategic issues that emerge during the product life cycle, including identifying opportunities, idea generation and evaluation, technical development, commercialization, and eventual product dismissal. Special topics include public policy, international issues, and intellectual property. An interesting summary of product development best practices from several companies appears at the end of the book. Instructors, students and practitioners will appreciate the balanced managerial and how-to orientation.
Chapter Five: Concept Generation
Concept generation represents a set of activities that a team/company will complete to amass multiple product concepts. Some call this the ideation stage. Depending on the nature of the product development process and company strategy, these concepts may be broad (and unrelated) in nature or narrow in scope. Overall, the purpose of the concept generation stage is to iterate as many concepts as possible, screen these concepts, and then determine the most valid concepts for further development.
A variety of techniques can be employed to generate concepts, and six of them will be discussed in detail in this chapter. Success in applying these techniques depends on various factors, but one important underlying element is creativity. A second important underlying element is an understanding ...