Authors: Piotr Bartkowiak, Ireneusz P. Rutkowski
Title: THE ROLE OF INFORMATION IN PRODUCT INNOVATION PROCESS AND ASSORTMENT MANAGEMENT
Keywords: information streams, product innovation, process innovation, new product assortment management
Background: Entities participating in the product innovation process and assortment management create an organization that processes information, so spending invested in the information processing determines the final form of the new product and assortment management. An important condition for effective communication processes, integration and cooperation between these entities is the right combination of company centers. Cooperation in this system is the basis of combining knowledge, information, experience and the skills of individual team members within the scope of the individual's role and responsibilities. The combined intellectual values determine the efficiency of new product development and assortment management. The level of cooperation in the team results in a particular level of assertiveness and cooperative spirit. Moreover, this cooperation provides the base for the concept of concurrent engineering, which is an integrated process for the development and introduction of a new product onto the market.
Methods and results: Studies carried out so far reveal a positive relationship between the use of information derived from market research (marketing information obtained from MDSS / MES) and the success of a product. On the basis of this study, it was found that inappropriate, irrelevant and outdated data and technical documentation, and inadequate distribution of such information causes communication problems between the members of the project team, which is a major barrier to integration and cooperation teams, and has a negative impact on the level of success of new product designs.
The information technologies discussed above should generate eight key types of information required in supporting decision-making processes in new product development: the strategic, financial and program management, new product design (internal sources), technical, the customer and their needs (internal and external sources), and competition and regulations (external source) . This arrangement presents sets of information corresponding to information necessary for the formulation of a strategic marketing plan proposed by Ph. Kotler and G. Armstrong.
Conclusions: The use of the above types of information differs in the different phases of the integrated product life cycle. In the pre-project phase (FFE - fuzzy front - end activities), the company may need all kinds of information. However, in the commercialization and marketing phases what is primarily required is information about the recipient (the formulation of marketing programs) and program-project management (introduction of a new product onto the market). Technical information is required in the design and development phases of prototypes. Legal and regulatory information regarding the competition, and financial and strategic considerations are especially important in the testing and the economic evaluation phases of new product development.
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|MLA||Bartkowiak, Piotr, and Ireneusz P. Rutkowski. "The role of information in product innovation process and assortment management." Logforum 12.2 (2016): 1. DOI: 10.17270/J.LOG.2016.2.1|
|APA||Piotr Bartkowiak, Ireneusz P. Rutkowski (2016). The role of information in product innovation process and assortment management. Logforum 12 (2), 1. DOI: 10.17270/J.LOG.2016.2.1|
|ISO 690||BARTKOWIAK, Piotr, RUTKOWSKI, Ireneusz P.. The role of information in product innovation process and assortment management. Logforum, 2016, 12.2: 1. DOI: 10.17270/J.LOG.2016.2.1|