Palavras-chave: rbs; Modelos de pré-desenvolvimento; Atividades e técnicas. Abstract
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- Palavras-chave
- Keywords
- José Carlos de Toledo 2
- 3 Bibliographic systematic review: models and predevelopment activities
- 3.1 Phase I: Review planning
- 3.1.1 Problem formmulation
- 3.1.2 Data collection and evaluation
- 3.1.3 Analysis and interpretation of data
- 3.2 Phase II: Implementation
- 3.3 Phase III: Analysis of the results of BSR
- Chart 1.
- Figure 1.
- 3.3.1 Analysis of selected publications
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Gest. Prod. , São Carlos http://dx.doi.org/10.1590/0104-530X1888-15
by the literature for the conduct of the pre-development phase of new products, as well as the techniques and tools used for the implementation of this phase. A Systematic Bibliographic Review identified the existence of 10 models composed of different activities for the predevelopment phase. These models were published between 1988 and 2013. They sought to systematize the predevelopment phase and guide managers in its conduct. It was observed that, although with different nomenclatures, activities such as opportunity identification, opportunity selection, idea generation, idea selection, concept development, concept selection, and project planning are recurrent in all models. Therefore, these activities are essential and must be present in the predevelopment phase, regardless of the type of product manufactured or sector to which the company belongs. Also, 57 different techniques aided by various tools were identified. According to the authors, these techniques can be effective in the conduct of predevelopment activities. Keywords: BSR; Predevelopment models; Activities and techniques. Analisis of predevelopment models and activities: a systematic bibliografic review Análise dos modelos e atividades do pré-desenvolvimento: revisão bibliográfica sistemática Marcela Avelina Bataghin Costa 1 José Carlos de Toledo 2 1 Instituto Federal de Educação, Ciência e Tecnologia São Paulo – IFSP, Rodovia Washington Luís, Km 235, Prédio AT-6, sala 139, Bairro Monjolinho, CEP 13565-905, São Carlos, SP, Brazil, e-mail: marcela.bataghin@ifsp.edu.br 2 Programa de Pós-graduação em Engenharia de Produção – PPGEP, Departamento de Engenharia de Produção, Universidade Federal de São Carlos – UFSCar, Campus São Carlos, Rodovia Washington Luís, Km 235, Bairro Monjolinho, CEP 13565-905, São Carlos, SP, Brazil, e-mail: toledo@dep.ufscar.br Received Nov. 20, 2014 - Accepted Nov. 26, 2015 Financial support: CPNq. 1 Introduction The pre-development term refers to the translation of the English terms “The Fuzzy Front End” or “fron End” used for the first time in the article “The strategist’s role in shortening product development” from Smith and Reinertsen in 1991 and corresponds the activities and the period between the generation of an initial idea for a new product and the company’s decision to invest in its development (Smith & Reinertsen, 1991). The development of new products is an important strategy for companies introduce innovations into the market and the initial stages of this process are critical to the proper definition of the innovations that the new product, or an improved product, should present in the market, and that will actually be developed in the following stages of the development process. The pre-development constitutes therefore, in the initial phase of the new product development process or PDP, and is therefore directly related to the strategies and innovative capacity of companies. Costa, M. A. B. et al. 2
, São Carlos According to Koen et al. (2001) The basis for the successful development of new products is based on the pre-development stage. This phase involves the identification and selection activities opportunities, generating ideas and concepts and evaluation of concepts of products (Crawford & Benedetto, 2006). Throughout these activities, there is a dynamic and complex flow of information on business strategies, requirements and market trends, technological alternatives and resource allocation. At this stage important decisions are made, because that is where top management of companies evaluates the strategic and financial attractiveness of the project, and whether these adequately complement the current product portfolio. Thus, bad decisions at this stage may result in failures in the performance and results of the new product (Mendes & Toledo, 2012). The consequences of errors committed in the pre-development phase can be disastrous and have caused problems for large companies considered high performance and well structured, for example, Xerox (Chesbrough, 2003). As a result of this alert, there has been publications that seek to guide companies in carrying out the pre-development activities. Among the publications are highlighted further in this article, the works of Clark & Wheelwright (1993), Cooper (2001), Koen et al. (2002), Crawford & Benedetto (2006), Reid & Brentani (2010, 2012), Florén & Frishammar (2013). However, according to Florén & Frishammar (2013), although studies on the pre-development have evolved in recent years, they are still incomplete and does not help effectively in their practical application in companies, it is still unclear what activities must be performed at this stage, how to perform them and control them and what key results are expected from pre-development. This paper has as main objective the systematic collection and analysis of models and activities proposed by the literature for the conduct of pre-development phase, as well as the techniques and tools used for the implementation of this phase. The next section presents a systematic literature review of methodology used to survey the state of the art models, techniques and pre-development tools. 2 Method The main technical procedure used for the research, identification and analysis of the models, techniques and pre-development tools is the Bibliographic Systematic Review (BSR), a methodology of specific research, formally developed for assessment and evaluation of data pertaining to a particular research topic. The systematic review model used in this study consists of three phases: planning, execution and analysis of results (Biolchini et al., 2005). The planning phase consists in defining the review objectives and its protocol and this protocol is composed by three sub-phases: review planning, problem formulation, and data collection and evaluation. The implementation phase involves the initial identification studies, selection and evaluation according to the criteria of inclusion and exclusion set out in the review protocol established in the planning phase. After the selection of the studies in the analysis of the results phase, the study data are extracted (Biolchini et al., 2005). To assist in the systematic literature review were made compilations in a database containing titles, keywords, authors and dates of publications. 3 Bibliographic systematic review: models and predevelopment activities This section is composed by the description of the way in which the systematic literature review was conducted and the results obtained by following the stages of planning, execution and analysis of results.
According Brereton et al. (2007) in the planning stage should be formulated questions that will guide the validation of the protocol review. Its purpose is to identify published works on the activities developed in the early stages of the product development process. For this purpose it has been prepared the research protocol containing: 3.1.1 Problem formmulation The main objective of the review was to run survey studies that addressed in general, the main models of pre-development, activities, technical and pre-development tools. Therefore the initial questions were: What are the existing models in the literature addressing the management of the new products pre-development? What activities compose the pre-development? What techniques and tools can be used to operationalize the pre-development? 3.1.2 Data collection and evaluation According to that defined in the previous phase, the databases were identified (Science Direct, Emerald,
expressions to be used in conducting the review. These databases were chosen because they contain more works related to the topics studied and because they are more related to production engineering, management and administration. It was observed Analisis of predevelopment models and activities... 3 that some authors, although referring as the product pre-development stage, they adopted terms such as front end of innovation, the front end of new product development. These expressions were then included in the research terms, as Chart 1 shows. Following similar claim brought by Biolchini et al. (2005) and Pigosso & Rozenfeld (2011), logical expressions have been used to combine the keywords and their synonyms for best results, including, models, tools, practices, techniques (models, tools, practices and techniques). During the research new keywords have arisen because the pre-development activities envolve marketing areas, product development, quality management and among others, which makes it fairly complex and dynamic. This planning stage have been found 832 works containing the terms or part of the terms fuzzy front end, front-end, pre development or pre-development in titles or abstracts. For the inclusion or exclusion of the articles were first evaluated the titles and abstracts. Those who were not related to product development or the pre - development were excluded. Thus, articles 352 papers were initially excluded. Of these, 88 were not related to product pre - development and they were raised by the seeking in the title part of the expressions used in the researches as “fuzzy, front, development”. The other 264 just mentioned the product pre - development in a superficial manner, with emphasis on the development stage and not addressing specific pre-development practices. After the first filter 480 works remained.
Once the publications were selected, this stage involved the extraction of relevant and pertinent data for the purpose of systematic review and data representation standards were used in the evaluation protocol and the criteria for the classification (Biolchini et al., 2005). To facilitate the search of the selected studies it was created a sheet containing: work title, keywords, year of publication and author’s name. This procedure allowed the identification and exclusion of duplicated papers, thus, they were available in different databases, such as SciELO and Emerald.
In this second phase were evaluated in the remaining 480 articles, abstracts that include the established terms. After reading these abstracts 225 works were excluded among chapters of books, papers, theses or dissertations that contemplated the product development process as a whole and not focused in the initial stages. Subsequently, were performed two more filters analyzing the introduction and closing remarks, being excluded respectively over 132 and 55 works. After this process were finally selected 68 works. The analysis of these selected works indicated the need for reading new works that do not specifically were about the product pre - development, but activities carried out in these phases and as well as more details on the techniques and the tools used to operationalize such activities. This way new search mode was performed and reaching over 61 works, however, due to size limitations and rules in the magazine will not be detailed here, but the same procedures BSR have been followed. Since then, were selected and analyzed 129 works including books, papers, dissertations and theses related to pre-development and activities in the pre-development phase.
The identified papers (129) are distribuited in this manner: 74 are articles published in journals or scientific journals, 40 are among books or book chapters, 6 are papers published in national and international conferences, 5 are national and international PhD Thesis, 2 are papers published in specialized websites and 2 dissertations. Chart 1. Terms adopted for the pre- development. Terms Adopted Authors Fuzzy Front End/ Front End Khurana & Rosenthal (1997); Kim & Wilemon (2002); Alam (2003); Reid & Brentani (2004, 2010); Frishammar et al. (2011, 2012); Kurkkio (2011); Reid & Brentani (2012); Florén & Frishammar (2013). Front End of Innovation Koen et al. (2001, 2002); Poskela & Martinsuo (2009); Poskela & Martinsuo (2009); Teza (2012). Front End of New Product Development Oliveira & Rozenfeld (2011). Pre-development/pré-desenvolvimento Cooper (1988); Mendes & Toledo (2012); Costa & Toledo (2013, 2015). Source: The author.
Costa, M. A. B. et al. 4
, São Carlos Figure 1 shows the evolution of the pre-development related publications in the period from 1984 to 2013. This period comprises 29 years, however in only 25 publications were identified. Considering 29 years, the average of publications per year is of 4.45. Considering the years in which there was effectively publications the average is of 5.16. The peaks of publications occurred in the years of 98, 2001, 2002, 2006, 2012. As shown in Figure 2, based on the average of publications (only in years in which there were publications) in the decades: from 1980 to 1989
Analisis of predevelopment models and activities... 5 (with the exception that in this decade publications occurred only between 1884 e1987); 2000-2009; and 2010-2013, the averages are respectively of: 1.0; 4.1; 6.8, 7.75, indicating upward trend in the number of publications. This increase may reflect the growing importance of issues such as innovation for companies. The pre-development phase is directly linked to the discoveries issues, creativity and feasibility (technical, commercial, financial) and therefore, arouses the interest of both companies as researchers, since the proper management of their activities may influence the success of new products and reduce development costs. As shown in Figure 3, Robert G. Cooper is the author with the most number of publications on the subject, for the period corresponding to the 1984 2013. For best visualization of this evolution, the decades were analyzed until the year 2013. The Cooper works in addition to defining a set of activities for pre-development, also suggest techniques to assist in performing these activities, such as brainstorming, interviews with employees and customers, leading users, and feasibility analysis in all activities, from identifying opportunities to concept test. The journals that most published on the subject were: Journal of Product Innovation Management, Research Technology Management and R & D Management, see Figure 4. However, were found in smaller amounts publications in several other journals. It has been found in studies that there are 10 different models for pre-development proposed by the authors cited in Chart 2. These models will be discussed in section 3.3.1. Noting, however, the country of origin of the models and more specifically of the authors who developed the patterns analyzed, as can be seen in Chart 2, there is a U.S. predominance, however, as the topic is current, emerging and it has been significant for companies and researchers, it is possible to observe researches also focused on pre-development in Canada and Europe.
After reading the selected Works it was verified the existence of 10 models that suggests ways considered effective for management of pre-development activities. These models have been proposed by the authors: Cooper (1988), Murphy & Kumar (1997), Khurana & Rosenthal (1998), Koen et al. (2001), Flynn et al. (2003), Boeddrich (2004), Reid & Brentani (2004, 2012), Whitney (2007), Brem & Voigt (2009) Kurkkio (2011) and suggest activities that orientate the phase conduction, as this is considered complex and difficult to systematize by the companies, as well as to list tools in the literature or practice of the companies that can assist in carrying out the activities. Cooper (1988) proposed a model consisted of three stages: Stage I involves activities of generating and screening ideas. Stage II involves the preliminary analysis of market activities. The Stage III begins with Figure 3. Publications by authors in the period considered (1984-2013). Costa, M. A. B. et al. 6
, São Carlos the activity of identification concept, and it ends with the assessment of the key concept for the decision whether to continue the project. Murphy & Kumar (1997) proposed a model for the pre-development divided into three stages: idea generation, product definition and project analysis. The model was constructed from data obtained by the authors, through a survey of 53 employees among production managers, marketing and product engineering from 15 leading technology companies, integrated circuit board producers in Ontario, Canada. In the model of Khurana & Rosenthal (1998) pre - development consists of three phases: “Pre-Phase Zero,” where opportunities are identified and ideas generated, based on technical analysis and market developments; “Phase Zero”, wherein the product concept is elaborated and “Phase One” in which the technical and market feasibility is evaluated, in addition to being made project planning. The model Koen et al. (2001) is the result of a survey conducted by the Industrial Research Institute (IRT), Texas (USA), together with eight companies (Air Products, Akzo Nobel, BOC, DuPont, Exxon, Henkel, Mobil and Uniroyal Chemical) in order to consolidate a list of best practices to be held in the early stages of the product development process by
Analisis of predevelopment models and activities... 7 providing a common language and a set of planning innovation activities. It was developed from the need identified by the authors to provide greater clarity to the pre-development. It consists of three dimensions: the first covers the aspects of leadership, culture and business strategy. The business strategy drives the other key phases. The second considers the stages of pre-development: identifying opportunities to the concept definition. The third dimension comprises the influencing factors in the pre-development performance (organizational capabilities, factors external to the company, technological innovation etc.), under which the companies do not have full control. Whereas the growth capacity of an organization depends on its ability to generate and explore new ideas for their own benefit and long-term, Flynn et al. (2003) proposed a model divided into 4 phases: strategic direction; environmental scanning; identifying opportunities and generating ideas or management. The strategic direction phase defines the guidelines and general strategies of the organization. The environmental scanning phase involves researching and monitoring the internal and external environment to start generating ideas, resembling goals in the stages of idea generation of previous models. The output of this phase is a portfolio of potential opportunities that can be developed and analyzed to development in the next phase, the generation of ideas. In the phase of idea generation, the development of the stimulus or initial idea (proposed in the previous phase of identifying opportunities) in a more specific concept, recognizable to be explored in more detail (Flynn et al., 2003). Also focused on generating ideas during the pre-development, Boeddrich (2004) presents a model that separates the processes to be performed on one side (strategic guidelines, generation and ideas adoption, screening of ideas and development of new concepts of products) and the organization’s responsibilities associated with the other activities (development of guidelines by senior management and development management, strategic analysis of ideas and choice and decision of the best ideas by the cross-functional team). Reid & Brentani (2004) proposed a theoretical model for the management of pre-development phase of new products considered as radical innovation, based on the flow of information and decision-making. The model consists of interfaces: - i) boundary
are critical to decision making, since the information flow from the environment to the organization and the organization to key individuals responsible for the creation of a new process of ideas and products. Whitney’s model, (Whitney, 2007), is composed of three interfaces represented by: input, output, and system environment. The entry are factors that stimulate the process as new business goals, customer needs and new insights etc. The system environment (considered by other authors as activities) consists of 5 elements: identifying and selecting opportunities; generation and selection of ideas; research and development; concept synthesis; analysis and control. The output is a concept in the synthesis ready for the development itself. Established the framework for the pre-development, Whitney (2007) focuses attention on the mechanisms (tools and techniques) used to operationalize the process. Brem & Voigt (2009), developed a model based on the tunnel of ideas for the development of products proposed by Deschamps et al. (1995), however, other elements were added to the initial model including a bank to save ideas that were not appropriate at the moment, but that could be used in the future.
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