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Google Innovation And New Product Management
Google products do not fair well on the market or do not reach the market at all as they would have failed during the trial stages because they hardly follow the proper steps in new product development. Therefore the question Google needs to ask itself before embarking on a project is whether or not a product is what the customer needs because what the engineers want to develop is not necessarily what people need. Therefore structured and analytic approaches to innovation have been proven valuable in new product development. It is important to highlight the need for customer’s input as they function as a fresh set of eyes. Google should continue to encourage a steady stream of new product possibilities from their engineers while social networks could be used to dialogue with customers and get new ideas.
Google needs to have Innovation management in which there is the discipline of managing processes in innovation which in turn can be used in the development of both product and organizational innovation. Innovation processes can either be pushed or pulled through development. Instead of just having some creative ideas and launching them, Google could also adopt some innovation styles as part of their innovation management.
TABLE OF CONTENTS 3
I 4
Question II 10
Conclusions 14
References 15
Appendix 16
Question I
Discuss and suggest some feasible application considerations when developing a new product development strategy for Google.
In general, developing new products is usually expensive and risky. The majority of new product inventions are not successful. In Australia for instance, 95% of private inventions never reach the market (Walker, 2004). Google is evidently aware of this fact because most of its products do not fair well on the market or do not reach the market at all as they would have failed during the trial stages.
It is needless to say that the high failure rate should not discourage companies
Google products do not fair well on the market or do not reach the market at all as they would have failed during the trial stages because they hardly follow the proper steps in new product development. Therefore the question Google needs to ask itself before embarking on a project is whether or not a product is what the customer needs because what the engineers want to develop is not necessarily what people need. Therefore structured and analytic approaches to innovation have been proven valuable in new product development. It is important to highlight the need for customer’s input as they function as a fresh set of eyes. Google should continue to encourage a steady stream of new product possibilities from their engineers while social networks could be used to dialogue with customers and get new ideas.
Google needs to have Innovation management in which there is the discipline of managing processes in innovation which in turn can be used in the development of both product and organizational innovation. Innovation processes can either be pushed or pulled through development. Instead of just having some creative ideas and launching them, Google could also adopt some innovation styles as part of their innovation management.
TABLE OF CONTENTS 3
I 4
Question II 10
Conclusions 14
References 15
Appendix 16
Question I
Discuss and suggest some feasible application considerations when developing a new product development strategy for Google.
In general, developing new products is usually expensive and risky. The majority of new product inventions are not successful. In Australia for instance, 95% of private inventions never reach the market (Walker, 2004). Google is evidently aware of this fact because most of its products do not fair well on the market or do not reach the market at all as they would have failed during the trial stages.
It is needless to say that the high failure rate should not discourage companies
References: CLARK, CHARLES H. 1980, Idea Management: How to Motivate Creativity and Innovation, New York, AMACOM. ELLIOT, G, et al, 2008, Marketing: Core Concepts and Applications, John Wiley & Sons, Australia HAQLUND E,L, and MATTSON, J, 1995, Analysis, Planning, Improvisation and Control in the Development of New Services, International Journal of Service Industry Management, Vol.6, Issue No.2, pp.34-35 KELLY, P. and KRANZBURG M., 1978, Technological Innovation: A Critical Review of Current Knowledge, San Francisco, San Francisco Press. TIDD et al, 2009, Managing Innovation: Integrating Technological, Market and Organizational Change, 1st edition, Chichester, Wiley TROTT and PAUL, 2005, Innovation Management and New Product Development, Prentice Hall. WALKER, J, 2004, A Step Ahead of the Future, BRW, 17 June, pp.54 ZEITHAML, V, A, et al, 2009, Services Marketing: Integrating Customer Focus Across the Firm, McGraw-Hill Read more: http://www.ukessays.com/essays/marketing/google-innovation-and-new-product-management-marketing-essay.php#ixzz2kua8e5D1