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Volume 5, Issue 7- August 11, 2004
GGI RapidNews is published approximately once a
month.
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In This Issue
NEWS & NOTES - New Personnel
2004 METRICS SURVEY
BOOK REVIEW - Ten Deadly Marketing
Sins (Kotler)
MANAGEMENT PRODUCTIVITY - APQC R&D
Productivity Benchmarking Study
MANAGEMENT PRODUCTIVITY - MASP Association's
New Production System
FEATURED iSTORE PRODUCT - Usage of
Best PLM Practices: State of the Industry [Presentation Slides]
2002 BIENNIAL SURVEY - 2002 RD&E
Survey Results available now
NEW iSTORE PRODUCTS - New Articles
and Technical Papers
NEW WEB CONTENT - Updated Calendar
CONFERENCES OF INTEREST - MRT Metrics
WEBINARS OF INTEREST - Sopheon's Winning
Practices for Product Development
TELEVISION EVENTS - Alexander Haig's
World Business Review
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NEWS & NOTES
New Member of GGI's Team: Richard J. James recently joined
GGI's staff as Director of Research. Richard has over 30 years
experience in the development and manufacturing of complex
electro-mechanical and chemical products, focusing on rapid
product inception, product and process improvements, cost
reductions, vendor relations, and customer satisfaction. He
has extensive experience using statistical engineering concepts
and tools to establish quality systems and analysis methods
for manufacturing and new product development projects. Richard
was Technical Manager of Polaroid's Consumer Hardware division
supporting multiple overseas and domestic plants. He was 6
Sigma champion and black belt project leader at both corporate
and divisional levels, leading corporate-wide product development
process improvement projects across design, marketing and
manufacturing. Prior to this he was Quality Manager for the
SX-70 camera. Richard is a BOD member and VP Finance of Boston's
chapter of the Society of Concurrent Product Development,
a member of ASQ, and on the Board of Directors of Credit Risk
Monitor, the leading internet-based credit information company.
He has a BS degree in Chemical Engineering from Northeastern
University, and has also completed numerous graduate level
courses in management, technical, and statistical subjects.
He is a certified ISO 9000 auditor.
2004 BIENNIAL METRICS SURVEY
GGI's 2004 Biennial Product Development Metrics Survey is
now in the analysis phase. Thanks to all of you who completed
the survey, our best response yet. We received 209 surveys
in total, and after eliminating invalid surveys and duplicates
within companies we came up with a total of 202 valid surveys.
This survey population is our largest to date, and the data
has been verified to be accurate and complete. All participants
will receive an acknowledgement letter in the mail soon. Any
survey respondents who do not receive an acknowledgement letter
from us by September 15 should contact Richard James at rjj@goldensegroupinc.com
or 781-444-5400, x201. Although we did have several duplicate
surveys, be assured that if you sent in a completed survey,
you will receive a copy of the Executive Summary of the results
in the October time frame.
BOOK REVIEW
Ten Deadly Marketing Sins: Signs and Solutions, by Philip
Kotler. John Wiley & Sons. 2004, 1st edition. 160 pages.
Philip Kotler, considered the father of modern marketing,
provides a comprehensive guide to the ten most common marketing
mistakes and how to overcome them. In today's challenging
world, marketing is ever more important to drive business
strategy and to identify new opportunities. Kotler asserts
that many marketing departments are inefficiently organized
and only focus on selling and promoting, missing other key
areas of product, pricing and placement. Kotler's "10
Deadly Marketing Sins," their signs, and some solutions
are presented here.
1. "Your company is not sufficiently market-focused
and customer driven." Signs include poor identification
of market segments, weak or no prioritization of market segments,
and a lack of market segment managers. Solutions: Improve
segmentation and prioritization of market segments, develop
specialized sales forces and clarify company values to focus
on the customer.
2. "Your company doesn't fully understand its target
customers." Signs include out of date customer studies,
lower than expected rate at which customers are buying your
product, and a high level of customer returns and complaints.
Solutions: Perform more sophisticated research to gain insight
into your customers' needs, perceptions, preferences, and
behavior.
3. "Your company needs to better define its competitors
and monitor them." Signs include focusing on the wrong
competitor and lacking a way to gather and distribute competitive
intelligence. Solutions: Establish a central person or office
to collect and disseminate all competitive intelligence, hire
people from your major competitors, monitor every new technology
that might threaten your business and view them as potential
investment options, and prepare offerings similar to those
of your competitors.
4. "Your company has not properly managed its relationship
with its stakeholders." Signs include unhappy employees,
failure to attract the best suppliers and distributors, and
unhappy investors. Solutions: Move from zero-sum thinking
to positive-sum thinking, manage and reward your employees
better, and manage and reward suppliers, distributors and
dealers better.
5. "Your company is not good at finding new opportunities."
Signs include lack of exciting new opportunities identified
in recent years and failure of new ideas that have been launched.
Solutions: Set up a system for stimulating the flow of new
ideas from your partners and find a way to use creativity
systems for generating new ideas.
6. "Your company's marketing planning process is deficient."
Signs include the marketing plan does not include the right
components or logic, the planning software does not allow
you to simulate the impact of alternative strategies, and
the plan does not consider contingencies. Solutions: Establish
a standard plan format (including situational analysis; strengths,
weaknesses, opportunities, and threats; major issues; objectives;
strategy; tactics; budgets; and controls), and establish flexible
budgeting to allow allocation of money to those who can do
the best with their budget.
7. "Your company's product and service policies need
tightening." Signs include the firm has too many products
and many are losing money; the firm is giving away too many
services for free; and the company is poor at cross-selling
products and services. Solutions: Use a product tracking and
evaluation system, offer and price services at different levels,
and improve the processes for cross-selling and upselling.
8. "Your company's brand-building and communications
efforts are weak." Signs include your target market does
not know much about your company, your brand is not seen as
distinctive and better than the other brands, your company
allocates the same amounts of its budget to the same marketing
tools every year, and you do little evaluation of the ROI
impact of your promotional programs. Solutions: Improve your
brand-building strategies and measure the impact on our brand
equity, shift money into marketing instruments of greater
effectiveness, and require marketers to supply estimates of
the financial impact of their spending requests.
9. "Your company is not well-organized to carry on effective
and efficient marketing." Signs include the head of marketing
does not seem very effective, the staff lacks some marketing
skills needed in the 21st century, and there are bad vibes
between marketing and the other departments. Solutions: appoint
a stronger leader of the marketing department, and build new
skills in the marketing department such as positioning, brand
asset management, customer relationship management, Internet
marketing, and profitability analysis.
10. "Your company has not made maximum use of technology."
Signs include the company has made minimal use of the Internet,
the company's sales automation system is outdated, the company
has not introduced any market automation, and the marketing
group lacks decision-support models. Solutions: Make more
use of the Internet, improve sales automation systems, use
more market automation, and develop decision support models
MANAGEMENT PRODUCTIVITY
APQC R&D Productivity Benchmarking Study
The American Productivity & Quality Center (APQC) is
conducting a consortium research and benchmarking study, entitled
"Measuring R&D Productivity." Goldense Group,
Inc. [GGI] is serving as a subject matter expert for this
study. This study breaks new ground in understanding the drivers
of R&D productivity.
The APQC consortium benchmarking study addresses the following
three areas:
1. Identify the areas where improved attention, knowledge,
and education would lead to higher R&D productivity.
2. Use measurement to increase visibility and awareness,
which in turn will facilitate enhanced performance in R&D.
3. Determine effective change management activities to support
the realization of improved R&D productivity.
Fourteen sponsor companies are engaged in this consortium
research and benchmarking study. The kickoff meeting took
place on July 20, 2004, and the study will be conducted with
site visits during September and October, 2004. The Knowledge
Transfer Session occurs in early December. Results remain
confidential for 3 to 4 months and then will be available
for purchase in February 2005 through the APQC web site.
For information about this study, go to http://www.goldensegroupinc.com/apqc.shtml.
For general information about APQC, go to http://www.apqc.org.
For general information about Goldense Group, Inc., go to
http://www.goldensegroupinc.com.
MANAGEMENT PRODUCTIVITY
The MASP Association's New Production System
Summarized from "Enterprise Integration in Japan,"
by CASA/SME Tokyo Chapter authors Keiju Matsushima, PhD, Hiroaki
Uno, Atsushi Endou, and Yoko Ogushi, PhD, CASA/SME Blue Book
Series, Computer and Automated Systems Association of the
Society of Manufacturing Engineers. 2004.
From their high performance in manufacturing technology in
the 1980s, Japanese manufacturers have significantly lost
competitiveness over the past decade. To revive their competitiveness,
Japanese manufacturers have initiated various improvements,
many focused on enterprise integration. This Blue Book provides
an overview of a number of initiatives through case studies;
we present a summary of one, MASP's new production system
that integrates production control and product development.
MASP, the Manufacturing Architecture for Series Product Association,
is an association that since its founding in 1998, has focused
on building a new, more flexible production system architecture
more responsive to changing product mixes, engineering changes,
shorter product life cycles, etc., compared to MRP. MASP has
developed a new tool to implement the core of a new system
that offers more flexibility and allows for quick delivery,
rapid and efficient product development, and rapid response
to different customer needs. This new tool, the SPBOM (Series
Product for Bill of Manufacturing), handles series products
and focuses on reusing technology on the level of the product
group or sub-product group. The SPBOM integrates the bill
of materials and the manufacturing data through groups rather
than item codes and can facilitate "pliant production"
where final product specification are not needed at order
entry. The SPBOM combines the conventional BOM, item structure
and item routing, focusing on processing functions and their
sequence. Through object-oriented database technology, changes
to the order specification during the production process can
be resolved easily. This system has been in use in some Japanese
firms since 1999 and will certainly enhance their competitiveness.
FEATURED GGI iSTORE PRODUCTS
Featured Item: GGI's iStore features one deeply discounted
offering, which changes periodically. The current Featured
Item is "Usage of Best PLM Practices: State of the Industry
[Presentation Slides]" (T38).
This Keynote/Featured Presentation, from the 2003 PDMA Conference
last fall, provides a definition of current industry practices
for the eight processes that have emerged in the past five
years as Best Practices for Product Lifecycle Management (PLM).
The presentation is based on results of three research surveys
and case studies of North American companies. Numerous graphical
examples and detailed descriptions are provided for each of
the eight Best PLM Practices that span the following key areas
across the entire product life cycle:
* Ideation and Concept Management
* Product Selection
* Intellectual Property Management
* Resource & Capacity Management
* Portfolio Management
* Product Obsolescence Management
Detailed case study and research results as well as a detailed
definition of the best practices are presented in each area.
Overall benefits are also discussed. This presentation puts
you on top of the most current Best Practices for PLM that
can help drive your company to better customer satisfaction,
higher profits, time savings, and ultimately greater success.
The price for the presentation, "Usage of Best PLM Practices:
State of the Industry," has been dropped from $330.00
to $198.00, a deep discount of 40%. For more information or
to purchase this valuable report, go to
http://www.goldensegroupinc.com/cgi/catalog.cgi?display_promo.
2002 BIENNIAL SURVEY
2002 RD&E Survey - Resource & Capacity Management:
Complete results from our 2002 Product Development Metrics
Survey are now available, including our most detailed "RESULTS"
report. The RESULTS report is the only version published that
contains cross-population cuts of the data, in addition to
analysis of the survey population as a whole.
The 2002 Survey focused on the following 5 areas of resource
and capacity management:
- Loading the RD&E capacity pipeline,
- Providing capacity for RD&E activities,
- Balancing cross-functional resources (staffing ratios),
- Using systems, tools, & metrics to manage capacity,
and
- RD&E metrics used in industry.
The 3 versions of the 2002 Survey results reports that we
offer for sale to the public are
1. 2002 SURVEY HIGHLIGHTS: A text-only report (65 pages),including
the full text of all the results and analysis of the survey
population analyzed as a whole,
2. 2002 SURVEY SUMMARY: A report of composite results, where
the survey respondents are analyzed as a whole (116 pages,
including a full set of graphics), and
3. 2002 SURVEY RESULTS: The most detailed report, complete
with the composite results and "special cuts," where
the survey population is segmented and analyzed in the following
groups: Public vs. Private, Smaller vs. Larger, Process vs.
Repetitive/Discrete vs. Job Shop, Higher Technology vs. Lower
Technology, and More vs. Fewer Employees (223 pages).
These reports are available in the Market Research section of GGI's iStore
(http://www.goldensegroupinc.com/iStore/store.html).
The original survey questionnaire as well as a description of the survey (including
survey focus and demographics, tables of contents for the 3 reports, and examples
of key findings) can be found at the Survey Information page at http://www.goldensegroupinc.com/biennial.shtml
or in the Market Research Reading Room at http://www.goldensegroupinc.com/readmarket.shtml.
NEW iSTORE PRODUCTS
New Items: GGI's iStore has now been updated with 1 new Article
and 4 new Technical Papers & Presentations. See details
below, or go directly to GGI's iStore storefront:
http://www.goldensegroupinc.com/cgi/catalog.cgi
New Published Articles
A53 - "When Companies Outsource R&D, The Main Focus
is NPD, According to Study" Visions, Product Development
& Management Association, July 2004 [2 pages]
New Technical Papers & Presentations
T50 - "R&D Productivity: Finding The Strategic Drivers
& Measures" R&D Productivity Study Meeting, APQC,
July 21, 2004 [80 Pages]
T49 - "PLM: State Of Practice vs. Best Practice [Presentation
Slides]" The 2004 International Forum on DFMA Conference
Proceedings, Boothroyd-Dewhurst, Inc., June 22-23, 2004 [66
pages]
T48 - "Six Key PLM Practices: State of Practice vs.
Best Practice [Paper]" The 2004 International Forum on
DFMA Conference Proceedings, Boothroyd-Dewhurst, Inc., June
22-23, 2004 [15 pages]
T47 -"R&D Productivity: Finding The Drivers"
R&D Productivity Webinar, APQC, June 3, 2004 [67 pages]
For detailed descriptions of each item and information on
how to order them, go to GGI's iStore:
http://www.goldensegroupinc.com/cgi/catalog.cgi
NEW WEB CONTENT
GTK-Gateways To Knowledge: Your resource for industry and
product development related information and contacts offers
thousands of links to providers of technologies and services
for line management functions. The main entrance to GTK can
be found at:
http://www.goldensegroupinc.com/gateway/index.shtml
Calendar of Industry Events MEGA Gateway is one of our top
3 MEGA Gateways. It contains a listing of links to Conferences,
Seminars, Distance Learning Centers, Webinars, Colleges &
Universities, Executive Education, and Corporate-Sponsored
Universities. The calendar has just been updated with over
fifty new seminars and conferences. If you are looking for
a conference or other learning opportunity, check out the
Calendar first. This free service for our readers is now front
and center on GGI's Home Page. Or, go directly to the Calendar
of Industry Events MEGA Gateway at:
http://www.goldensegroupinc.com/gateway/calendar2.shtml
CONFERENCES OF INTEREST
MRT 9th Annual Metrics Conference: Management Roundtable
will hold its 9th annual conference, "Product Development
and R&D Metrics: Metrics from Ideation to Commercialization,"
on September 28-30, 2004 in Chicago, IL. The conference will
examine how leading metrics experts and advanced industry
practitioners are deploying metrics further upstream to capture
new product ideas faster and speed innovation efforts. The
conference features keynote addresses, case studies, pre-conference
workshops, and facilitated Q&A and networking sessions.
This year's conference co-chairs are GGI's Bradford L. Goldense
and Tom Kuczmarski, President of Kuczmarski & Associates.
Keynote speakers are Tom Kuczmarski and Larraine Segil, Partner
at Vantage Partners.
The highlights of GGI's 2004 Product Development Metrics
Survey will also be made public for the first time on Thursday,
September 30. Brad Goldense will also conduct a full-day,
pre-conference workshop on Tuesday, September 28 on "Product
Development Metrics Portfolios."
More information is available at MRT's web site: http://www.roundtable.com/Event_Center/MET04/MET04.html
WEBINARS OF INTEREST
Winning Practices for Product Development: This free, online
seminar series is co-sponsored by Sopheon and the Society
of Concurrent Product Development [SCPD]. These one-hour,
online events feature experts and leading practitioners who
will share process knowledge and practical advice about ways
to improve your product development performance and results.
There are currently no scheduled webinars.
For more information on these webinars, or to look at the
archive of past webinars, go to http://www.sopheon.com/events_onlineseminars.asp.
TELEVISION EVENTS
Alexander Haig's World Business Review: Brad Goldense has
made several appearances on Alexander Haig's World Business
Review in the past year. Streaming video is available for
all shows, which aired on August 4, September 29 and December
15, 2002 and on May 20, 2003. See below for details.
May 20, 2003 Broadcast of September 29th In-Studio with Alexander
Haig (22.5 minutes): Streaming video for this segment is available
at: http://www.goldensegroupinc.com/ggiontv.shtml#wbr5
December 15, 2002 In-Studio with Alexander Haig (7.5 minutes)
on CNBC paid programming: Streaming video for this segment
is available at: http://www.goldensegroupinc.com/ggiontv.shtml#wbr3
September 29, 2002 In-Studio with Alexander Haig (22.5 minutes):
Streaming video for this segment (as well as the entire 30-minute
show) is available at: http://www.goldensegroupinc.com/ggiontv.shtml#wbr2
August 4, 2002 On-Location at GGI (3.5 minutes): This On-Location
field report is available in streaming video on GGI's website.
To see the program, go to: http://www.goldensegroupinc.com/ggiontv.shtml#wbr1
The web page includes links to download a streaming video
player, if you do not currently have one installed on your
computer.
For more information on any of Brad's appearances on television,
go to:
http://www.goldensegroupinc.com/ggiontv.shtml.
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GGI RapidNews is an e-mail publication from Goldense Group,
Inc (GGI). Its subject matter includes survey findings, company
news, book and article reviews, key industry conferences and
R&D information of interest to clients and associates. Please send communications to rn(at)goldensegroupinc.com.
Thank you.
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