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B&O Automotive Innovation Process

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Submitted By dallemand
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Problem formulation
In this assignment we want to answer some questions regarding the product development of B&O automotive.

− What process was used to develop the first automotive sound system?
− What process is used in order to create new product development after they’ve become established in the market?
− How does the commercialization process chosen by B&O automotive fit the novelty picture given by figure 9.5
− How has B&O automotive used strategy optimize adoption of their technology to the market?
− Is it possible, with the theory in chapter 9, to analyze the services that they provide to their customers?

B&O automotive Analysis
In section 9.1 of the chapter, Tidd and Bessant explain about the processes that need to be followed to develop a new product. They show different models of processes such as the stage-gate process and the development funnel method - However they warn the reader about how this models attempt to explain the whole process of development of a new product in a simple and linear way. They state: “However, in practice the development of new products and services is inherently a complex and iterative process, and this makes it difficult to model for practical purposes.” This does not mean that we should not consider any of these models; however, we should be careful not to force the process to fit exactly with the model. In response to this, Tidd and Bessant propose a simplified model with only four stages: concept generation, project assessment and selection, product development, and product commercialization. They argue that these stages are sufficient to give the reader and idea of what factors should be managed at different stages of the product development process.
Tidd and Bessant also analyze many studies about factors that affect the success of new products. These studies are very diverse and differ from each other; in

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