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GGI RapidNews R&D Product Development eZine: Volume 5, Issue 4 - April 1, 2004
GGI RapidNews is published approximately once a month.

In This Issue


BOOK REVIEW - Strategy Maps by Kaplan and Norton

MANAGEMENT PRODUCTIVITY - International Patent Applications, APQC Study

2002 BIENNIAL SURVEY - 2002 RD&E Survey Results available now


NEW WEB CONTENT - Redesigned Home Page

FEATURED iSTORE PRODUCT - 2000 Product Development Metrics Survey Results

CONFERENCES OF INTEREST - Brandworks University, BDI Forum on DFMA

WEBINARS OF INTEREST - Sopheon's Winning Practices for Product Development

TELEVISION EVENTS - Alexander Haig's World Business Review



GGI's next Biennial Product Development Metrics Survey will be distributed very soon. We extend our sincere thanks to our group of Beta-testers who helped improve the survey. This year's survey theme is "the processes and relationships between the selection of innovative/inventive new products and the intellectual property that is produced -- prior to the approval of a project/product for development."

In addition to the Respondent Profile, there are five sections to the research questionnaire. The middle four sections are the theme of this biennial survey. The last section repeats in every biennial survey to continually benchmark the metrics that industry considers to be important at any given time. The questionnaire contains the following sections:

A. Respondent Profile
B. Product Selection Process
C. Product Selection Tools
D. IP Management Process
E. IP Management Tools
F. Top Corporate Metrics Used In Industry RD&E

The survey is now available on our web site. To download a copy of the questionnaire, go to All participants will receive a complimentary copy of the detailed 40-50 page Executive Summary of the Survey results if they submit a completed survey.


Strategy Maps: Converting Intangible Assets into Tangible Outcomes, by Robert S. Kaplan and David P. Norton. Harvard Business School Press. 2004, 1st edition. 324 pages.

From the creators of the Balanced Scorecard comes their latest book, Strategy Maps, which details this powerful tool to link intangible assets and value creation for any company. Kaplan and Norton claim that "you can't measure what you can't describe." Strategy Maps are the tool for describing strategy, and the Balanced Scorecard is used for measuring the strategy and its execution. Traditional ways of describing and measuring strategy have tended to be retrospective, looking at past results rather than focusing on current intangible assets and the actions required for financial success. Strategy maps highlight intangible assets -- existing knowledge like employee capabilities, databases, customer relationships, quality, and products or services -- and measure their alignment to the critical processes that create value for shareholders, customers and citizens.

The authors provide numerous templates for strategy maps, depending on your particular strategy, as well as many case studies and examples of strategy maps. Strategy maps visualize the process by which an organization creates value, from four perspectives: financial, customer, internal, and learning and growth, each of which build on the others. The learning and growth perspective consists of three aspects of intangible assets: human capital, information capital, and organization capital. These drive the internal perspective, which includes four key internal processes: operations, customer management, innovation, and regulatory and social. These processes determine the customer value proposition, which consist of product/service attributes, customer relationships, and brand image. These elements contribute to creating long-term shareholder value, which is built from a productivity strategy of improving cost structure and increasing asset utilization, and from a growth strategy of expanding revenue opportunities and enhancing customer value. Cause and effect relationships between strategy map elements and objectives are indicated by arrows, thus forming a "roadmap to future financial success."

Value is created through internal business processes, and strategy maps link desired outcomes in the customer and financial perspectives to outstanding performance in the four critical internal processes (operations, customer management, innovation, and regulatory and social processes). Detailed strategy map templates are provided for each of these processes. For example, managing innovation includes the following internal processes: identifying opportunities for new products, managing the R&D portfolio, designing and developing new products, and bringing new products to market. These internal innovation processes link to the customer perspective by offering superior product performance, being first to market, and/or expanding into new market segments. These outcomes drive financial objectives on the strategy map by producing a solid return on R&D investments as well as revenue growth from new and existing customers.

A company's specific strategy will determine the strategic thrust of the organization. Strategy maps must be customized to the strategy, based on the chosen customer value proposition: low total cost, product leadership, complete customer solutions or product lock-in. Whatever the specific strategy, strategy maps provide a clear, visual statement of the strategy and identify the intangible assets that create value for the company. The strategy is "the source of competitive advantage, financial success, and industry leadership," and strategy maps are the key tools for execution.


International Patent Applications

Summarized from "WIPO Launches Electronic Filing of International Patent Applications," WIPO Press Release PR/2004/374, Geneva, February 11, 2004.

The World Intellectual Property Organization (WIPO) announced that as of February 12, 2004, companies and inventors may electronically file applications for patent protection in multiple countries, under WIPO's Patent Cooperation Treaty (PCT). Until recently, international patent protection applications could only be filed on paper, and separate national applications (in the local language) had to be filed with the office of each country in which protection was sought. This new system, PCT_SAFE (Secure Applications Filed Electronically), allows the inventor to file one international application in one language and to apply for protection simultaneously in all of WIPO's 123 member states.

The PCT received over 110,000 international patent applications in 2003, the third consecutive year at that volume. Applications from the United States of America, Japan, and Germany topped the list. The companies that filed the most international applications with the PCT were Philips Electronics N.V. (Netherlands), Siemens (Germany), and Matsushita (Japan). The leading technology field in which PCT applications were filed was "Medical/Veterinary Science," which accounted for 13.2% of all applications.

For more information on WIPO, PCT-SAFE or WIPO's Press Releases, go to

APQC Benchmarking Study

The American Productivity & Quality Center (APQC) has just launched its latest benchmarking study, "Measuring R&D Productivity." Goldense Group, Inc. is serving as a subject matter expert for this study.

"In order for organizations to gain and sustain a competitive edge, they must continually invest in new and improved products and services. Facing the reality of increasingly scarce resources, research and development (R&D) executives are under pressure to measure and improve productivity. But how do you measure R&D productivity? How do innovative organizations justify investments in product and service development? And, what are the most appropriate measures to use? Organizations have struggled with an inability to establish a measurement system beyond the theoretical.

"The search is for R&D metrics that will be supported by the entire organization, leading to increased effectiveness from investments in R&D, and in the long run, increased efficiency in R&D and greater success in the marketplace."

The APQC consortium benchmarking study addresses the following three areas:
1. Define a strategy for managing the performance of innovation processes in order to increase R&D productivity.
2. Use measurement to drive performance in R&D.
3. Understand the effect of the measurement system on R&D performance.

Sign up by April 30, 2004 to receive a $1,500 discount on the price of $16,000 for APQC members and $22,000 for non-members. The kickoff meeting will take place on June 29, 2004, and the study will be conducted with site visits during August and September, 2004. Knowledge transfer session occurs in late October.

Contractual arrangements would be made directly with APQC. If we can help you to better understand the scope and content of the study, please contact Brad Goldense at 781-444-5400 x205 or blg [at] goldensegroupinc [dot] com.


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 survey focused this year 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 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 ( 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 or in the Market Research Reading Room at


Product Development Metrics Portfolios Seminar (PDMP)

Registration Seminar: GGI, in partnership with Management Roundtable of Waltham, MA is presenting the Product Development Metrics: Linked Portfolio Method (PDMP) seminar on April 29 and 30, 2004 at the Royal Sonesta Hotel in Cambridge, MA. The purpose of this two-day seminar is to create a set of metrics to manage R&D as a whole. Participants will walk out with a metrics portfolio suitable for implementation upon return to their company. More detailed information is available on GGI's web site:, or on the Management Roundtable site:

In-House Seminar: Bring the PDMP seminar on-site to your company for a focused and productive day-and-a-half workshop to develop your R&D metrics portfolio. The in-house seminar is tailored to your company's individual needs and allows your whole team to collaborate on a metrics strategy and implement it right away. For more information, including a detailed brochure, go to

Coursebook: The companion Coursebook is also available for purchase at the GGI iStore. The product number is S4 "Product Development Metrics Portfolios (PDMP) Coursebook" [279 pages]. The Coursebook outlines techniques and tools to help you size, assemble and implement a comprehensive collection of product development metrics. The book includes descriptions of infrastructures for corporate vs. project metrics and for proactive vs. predictive metrics. A superstructure of metrics in 10-12 areas is also described.

For more information on ordering this coursebook, go to GGI's iStore:


Redesigned Home Page: Check out our redesigned home page. We have added graphics and have placed key items front and center for easy access. It has been a few years since GGI relaunched our home page.

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:


Featured Item: GGI's iStore features one deeply discounted offering, which changes periodically. The current Featured Item is the "2000 Product Development Metrics Survey Results" (MR14).

The most detailed of our reports set, this 221-page report presents the complete results of GGI's 2000 Product Development Metrics Survey, which focused on metrics systems in use in industry as well as portfolio management. The report is organized in two sets of 5 sections, each of which contains factual observations, management analysis and a full set of graphics. This report, which analyzes the survey population of 122 respondents both as a whole and in segments, will provide you with detailed information on

1. R&D linkages to corporate strategy,
2. Portfolio management metrics,
3. Product selection metrics,
4. Product success metrics, and
5. Actual metrics in use in industry.

For each of the above chapters the report provides analysis of the data for the following segments: Public vs. Private; Smaller vs. Larger; Process vs. Repetitive/Discrete vs. Job Shop; Higher Technology vs. Lower Technology; and More vs. Fewer Employees. These segment analyses provide more to detail to allow you to compare your company to other similar companies.

This research is still valid and relevant, given the fact that the economy has not been in a state of high growth for the past few years. We have found consistency between the 2000 and 2002 surveys in areas where we could compare.

The price for the Results report has been dropped from $4,420.00 to $2,652.00, a deep discount of 40%. For more information or to purchase this valuable report, go to


Brandworks University: Lindsay, Stone & Briggs will hold "Brandworks University" on May 25-26, 2004 in Madison, Wisconsin. Brandworks University is considered "the world's premier conference on branding." The conference theme is "How to have smarter, more successful new product launches." Attendance at the conference is by invitation only, and limited to 350 top U.S. marketing leaders.

Brad Goldense has been invited to speak at this year's Brandworks University. Brad's presentation, "Be Ready to Launch!" will cover the essential pre-commercialization processes and measurements to enable successful launch.

For more information, go to Lindsay, Stone & Briggs' web site:

2004 International Forum on DFMA (BDI): Boothroyd Dewhurst's 19th Annual International Forum on Design for Manufacture and Assembly will be held June 22-23 in Providence, Rhode Island. The goal of this conference is to provide expert opinion on DFMA and other early design technologies. Manufacturing leaders and research leaders will be on hand to answer your questions on such topics as cost management and reduction, product lifecycle management, shrinking time to market, concurrent engineering, and design for disposal and recycling.

At the conference on Tuesday, June 22, Brad Goldense will present "PLM: State-Of-Practice vs. Best Practice."

For more information and to register, go to BDI's web site:


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 two webinars scheduled.

20 April - (8:00 am Pacific/11:00 am Eastern/16:00 UK) - Effective Process Improvements to Strengthen Your Product Development Effort, presented by Tim Swales PhD, Director of Innovation & Commercialization for Johns Manville

18 May - (8:00 am Pacific/11:00 am Eastern/16:00 UK) - Managing a Development Portfolio In Difficult Economic Times: Balancing The Now With The Later, presented by Kim Houchens PhD, former Director of Technology & New Product Development for OMNOVA Solutions, Inc.

For more information on the scheduled webinars, or to look at the archive of past webinars, go to


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:

December 15, 2002 In-Studio with Alexander Haig (7.5 minutes) on CNBC paid programming: Streaming video for this segment is available at:

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:

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:

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:


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) Thank you.