Abstract: The study was a case study analysis about Thai Asia
Pacific Brewery Company. The purpose was to analyze the
company’s marketing objective, marketing strategy at company level,
and marketing mix before liquor liberalization in 2000. Methods used
in this study were qualitative and descriptive research approach
which demonstrated the following results of the study demonstrated
as follows: (1) Marketing objective was to increase market share of
Heineken and Amtel, (2) the company’s marketing strategies were
brand building strategy and distribution strategy. Additionally, the
company also conducted marketing mix strategy as follows. Product
strategy: The company added more beer brands namely Amstel and
Tiger to provide additional choice to consumers, product and
marketing research, and product development. Price strategy: the
company had taken the following into consideration: cost,
competitor, market, economic situation and tax. Promotion strategy:
the company conducted sales promotion and advertising. Distribution
strategy: the company extended channels its channels of distribution
into food shops, pubs and various entertainment places. This strategy
benefited interested persons and people who were engaged in the beer
business.
Abstract: In rapidly changing market environment, firms are investing a lot of time and resources into new product development (NPD) projects to make profit and to obtain competitive advantage. However, failure rate of NPD projects is becoming high due to various internal and external risks which hinder successful NPD projects. To reduce the failure rate, it is critical that risks have to be managed effectively and efficiently through good strategy, and treated by optimal responses to minimize risk cost. Four strategies are adopted to handle the risks in this study. The optimal responses are characterized by high reduction of risk costs with high efficiency. This study suggests a framework to decide the optimal responses considering the core risks, risk costs, response efficiency and response costs for successful NPD projects. Both binary particles warm optimization (BPSO) and multi-objective particle swarm optimization (MOPSO) methods are mainly used in the framework. Although several limitations exist in use for real industries, the frame work shows good strength for handling the risks with highly scientific ways through an example.
Abstract: The paper proposes a new concept in developing
collaborative design system. The concept framework involves
applying simulation of supply chain management to collaborative
design called – 'SCM–Based Design Tool'. The system is developed
particularly to support design activities and to integrate all facilities
together. The system is aimed to increase design productivity and
creativity. Therefore, designers and customers can collaborate by the
system since conceptual design. JAG: Jewelry Art Generator based
on artificial intelligence techniques is integrated into the system.
Moreover, the proposed system can support users as decision tool
and data propagation. The system covers since raw material supply
until product delivery. Data management and sharing information are
visually supported to designers and customers via user interface. The
system is developed on Web–assisted product development
environment. The prototype system is presented for Thai jewelry
industry as a system prototype demonstration, but applicable for
other industry.
Abstract: Participation in sporting activities can lead to injury.
Sport injuries have been widely studied in many sports including the
more extreme categories of aquatic board sports. Kitesurfing is a
relatively new water surface action sport, and has not yet been
widely studied in terms of injuries and stress on the body. The aim of
this study was to get information about which injuries that are most
common among kitesurfing participants, where they occur, and their
causes. Injuries were studied using an international open web
questionnaire (n=206).
The results showed that many respondents reported injuries, in
total 251 injuries to knee (24%), ankle (17%), trunk (16%) and
shoulders (10%), often sustained while doing jumps and tricks
(40%). Among the reported injuries were joint injuries (n=101),
muscle/tendon damages (n=47), wounds and cuts (n=36) and bone
fractures (n=28). Also environmental factors and equipment can
influence the risk of injury, or the extent of injury in a hazardous
situation. Conclusively, the information from this retrospective study
supports earlier studies in terms of prevalence and site of injuries.
Suggestively, this information should be used for to build a
foundation of knowledge about the sport for development of
applications for physical training and product development.
Abstract: To understand complex living system an effort has
made by mechanical engineers and dentists to deliver prompt
products and services to patients concerned about their aesthetic look.
Since two decades various bracket systems have designed involving
techniques like milling, injection molding which are technically not
flexible for the customized dental product development. The aim of
this paper to design, develop a customized system which is
economical and mainly emphasizes the expertise design and
integration of engineering and dental fields. A custom made selfadjustable
lingual bracket and customized implants are designed and
developed using computer aided design (CAD) and rapid prototyping
technology (RPT) to improve the smiles and to overcome the
difficulties associated with conventional ones. Lengthy orthodontic
treatment usually not accepted by the patients because the patient
compliance is lost. Patient-s compliance can be improved by
facilitating faster tooth movements by designing a localized dental
vibrator using advanced engineering principles.
Abstract: With the globalized production and logistics
environment, the need for reducing the product development interval
and lead time, having a faster response to orders, conforming to quality
standards, fair tracking, and boosting information exchanging
activities with customers and partners, and coping with changes in the
management environment, manufacturers are in dire need of an
information management system in their manufacturing environments.
There are lots of information systems that have been designed to
manage the condition or operation of equipment in the field but
existing systems have a decentralized architecture, which is not
unified. Also, these systems cannot effectively handle the status data
extraction process upon encountering a problem related to protocols or
changes in the equipment or the setting. In this regard, this paper will
introduce a system for processing and saving the status info of
production equipment, which uses standard representation formats, to
enable flexible responses to and support for variables in the field
equipment. This system can be used for a variety of manufacturing and
equipment settings and is capable of interacting with higher-tier
systems such as MES.
Abstract: The paper outlines the drivers behind the movement
from products to solutions in the Hi-Tech Business-to-Business
markets. The paper lists out the challenges in enabling the
transformation from products to solutions and also attempts to explore
strategic and operational recommendations based on the authors-
factual experiences with Japanese Hi-tech manufacturing
organizations. Organizations in the Hi-Tech Business-to-Business
markets are increasingly being compelled to move to a solutions model
from the conventional products model. Despite the added complexity
of solutions, successful technology commercialization can be achieved
by making prudent choices in defining a relevant solutions model, by
backing the solution model through appropriate organizational design,
and by overhauling the new product development process and
supporting infrastructure.
Abstract: This study explores how the mechanics of learning
paves the way to engineering innovation. Theories related to learning
in the new product/service innovation are reviewed from an
organizational perspective, behavioral perspective, and engineering
perspective. From this, an engineering team-s external interactions
for knowledge brokering and internal composition for skill balance
are examined from a learning and innovation viewpoints. As a result,
an integrated learning model is developed by reconciling the
theoretical perspectives as well as developing propositions that
emphasize the centrality of learning, and its drivers, in the
engineering product/service development. The paper also provides a
review and partial validation of the propositions using the results of a
previously published field study in the aerospace industry.
Abstract: The paper proposes a new concept in developing
collaborative design system. The concept framework involves
applying simulation of supply chain management to collaborative
design called – 'SCM–Based Design Tool'. The system is developed
particularly to support design activities and to integrate all facilities
together. The system is aimed to increase design productivity and
creativity. Therefore, designers and customers can collaborate by the
system since conceptual design. JAG: Jewelry Art Generator based
on artificial intelligence techniques is integrated into the system.
Moreover, the proposed system can support users as decision tool
and data propagation. The system covers since raw material supply
until product delivery. Data management and sharing information are
visually supported to designers and customers via user interface. The
system is developed on Web–assisted product development
environment. The prototype system is presented for Thai jewelry
industry as a system prototype demonstration, but applicable for
other industry.
Abstract: The inherent iterative nature of product design and development poses significant challenge to reduce the product design and development time (PD). In order to shorten the time to market, organizations have adopted concurrent development where multiple specialized tasks and design activities are carried out in parallel. Iterative nature of work coupled with the overlap of activities can result in unpredictable time to completion and significant rework. Many of the products have missed the time to market window due to unanticipated or rather unplanned iteration and rework. The iterative and often overlapped processes introduce greater amounts of ambiguity in design and development, where the traditional methods and tools of project management provide less value. In this context, identifying critical metrics to understand the iteration probability is an open research area where significant contribution can be made given that iteration has been the key driver of cost and schedule risk in PD projects. Two important questions that the proposed study attempts to address are: Can we predict and identify the number of iterations in a product development flow? Can we provide managerial insights for a better control over iteration? The proposal introduces the concept of decision points and using this concept intends to develop metrics that can provide managerial insights into iteration predictability. By characterizing the product development flow as a network of decision points, the proposed research intends to delve further into iteration probability and attempts to provide more clarity.
Abstract: Lycopene, which can be extracted from plants and is
very popular for fruit intake, is restricted for healthy food development
due to its high price. On the other hand, it will get great safety
concerns, especially in the food or cosmetic application, if the raw
material of lycopene is produced by chemical synthesis. In this
project, we provide a key technology to bridge the limitation as
mentioned above. Based on the abundant bioresources of BCRC
(Bioresource Collection and Research Center, Taiwan), a promising
lycopene output will be anticipated by the introduction of fermentation
technology along with industry-related core energy. Our results
showed that addition of tween 80(0.2%) and span 20 produced higher
amount of lycopene. And piperidine, when was added at 48hr to the
cultivation medium, could promote lycopene excretion effectively
also.
Abstract: This paper argues that a product development exercise
involves in addition to the conventional stages, several decisions
regarding other aspects. These aspects should be addressed
simultaneously in order to develop a product that responds to the
customer needs and that helps realize objectives of the stakeholders
in terms of profitability, market share and the like. We present a
framework that encompasses these different development
dimensions. The framework shows that a product development
methodology such as the Quality Function Deployment (QFD) is the
basic tool which allows definition of the target specifications of a
new product. Creativity is the first dimension that enables the
development exercise to live and end successfully. A number of
group processes need to be followed by the development team in
order to ensure enough creativity and innovation. Secondly,
packaging is considered to be an important extension of the product.
Branding strategies, quality and standardization requirements,
identification technologies, design technologies, production
technologies and costing and pricing are also integral parts to the
development exercise. These dimensions constitute the proposed
framework. The paper also presents a mathematical model used to
calculate the design targets based on the target costing principle. The
framework is used to study a case of a new product development in
the telecommunications services sector.
Abstract: Product customization is an essential requirement for
manufacturing firms to achieve higher customers- satisfaction and
fulfill business target. In order to achieve these objectives, firms need
to handle both external varieties such as customer preference,
government regulations, cultural considerations etc and internal
varieties such as functional requirements of product, production
efficiency, quality etc. Both of the varieties need to be accumulated
and integrated together for the purpose of producing customized
product. These varieties are presented and discussed in this paper
along with the perspectives of modular product design and
development process. Other development strategies such as
modularity, component commonality, product family design and
product platform are presented with a view to achieve product variety
quickly and economically. A case example both for the concept of
modular design and platform based product development process is
also presented with the help of design structure matrix (DSM) tool.
This paper is concluded with several managerial implications and
future research direction.
Abstract: What influences microsystems (MEMS) and nanosystems (NEMS) innovation teams apart from technology complexity? Based on in-depth interviews with innovators, this research explores the key influences on innovation teams in the early phases of MEMS/NEMS. Projects are rare and may last from 5 to 10 years or more from idea to concept. As fundamental technology development in MEMS/NEMS is highly complex and interdisciplinary by involving expertise from different basic and engineering disciplines, R&D is rather a 'testing of ideas' with many uncertainties than a clearly structured process. The purpose of this study is to explore the innovation teams- environment and give specific insights for future management practices. The findings are grouped into three major areas: people, know-how and experience, and market. The results highlight the importance and differences of innovation teams- composition, transdisciplinary knowledge, project evaluation and management compared to the counterparts from new product development teams.
Abstract: Apart from geometry, functionality is one of the most
significant hallmarks of a product. The functionality of a product can
be considered as the fundamental justification for a product
existence. Therefore a functional analysis including a complete and
reliable descriptor has a high potential to improve product
development process in various fields especially in knowledge-based
design. One of the important applications of the functional analysis
and indexing is in retrieval and design reuse concept. More than 75%
of design activity for a new product development contains reusing
earlier and existing design know-how. Thus, analysis and
categorization of product functions concluded by functional
indexing, influences directly in design optimization. This paper
elucidates and evaluates major classes for functional analysis by
discussing their major methods. Moreover it is finalized by
presenting a noble hybrid approach for functional analysis.
Abstract: Designing modern machine tools is a complex task. A
simulation tool to aid the design work, a virtual machine, has
therefore been developed in earlier work. The virtual machine
considers the interaction between the mechanics of the machine
(including structural flexibility) and the control system. This paper
exemplifies the usefulness of the virtual machine as a tool for product
development. An optimisation study is conducted aiming at
improving the existing design of a machine tool regarding weight and
manufacturing accuracy at maintained manufacturing speed. The
problem can be categorised as constrained multidisciplinary multiobjective
multivariable optimisation. Parameters of the control and
geometric quantities of the machine are used as design variables. This
results in a mix of continuous and discrete variables and an
optimisation approach using a genetic algorithm is therefore
deployed. The accuracy objective is evaluated according to
international standards. The complete systems model shows nondeterministic
behaviour. A strategy to handle this based on statistical
analysis is suggested. The weight of the main moving parts is reduced
by more than 30 per cent and the manufacturing accuracy is
improvement by more than 60 per cent compared to the original
design, with no reduction in manufacturing speed. It is also shown
that interaction effects exist between the mechanics and the control,
i.e. this improvement would most likely not been possible with a
conventional sequential design approach within the same time, cost
and general resource frame. This indicates the potential of the virtual
machine concept for contributing to improved efficiency of both
complex products and the development process for such products.
Companies incorporating such advanced simulation tools in their
product development could thus improve its own competitiveness as
well as contribute to improved resource efficiency of society at large.
Abstract: Early supplier involvement (ESI) benefits new
product development projects several ways. Nevertheless, many castuser
companies do not know the advantages of ESI and therefore do
not utilize it. This paper presents reasons why to utilize ESI in
casting industry and how that can be done. Further, this paper
presents advantages and challenges related to ESI in casting industry,
and introduces a Casting-Network Collaboration Model. The model
presents practices for companies to build advantageous collaborative
relationships. More detailed, the model describes three levels for
company-network relationships in casting industry with different
degrees of collaboration, and requirements for operating in each
level. In our research, ESI was found to influence, for example, on
project time, component cost, and quality. In addition, challenges
related to ESI, such as, a lack of mutual trust and unawareness about
the advantages were found. Our research approach was a case study
including four cases.
Abstract: In a product development process, understanding the functional behavior of the system, the role of components in achieving functions and failure modes if components/subsystem fails its required function will help develop appropriate design validation and verification program for reliability assessment. The integration of these three issues will help design and reliability engineers in identifying weak spots in design and planning future actions and testing program. This case study demonstrate the advantage of unascertained theory described in the subjective cognition uncertainty, and then applies blind number (BN) theory in describing the uncertainty of the mechanical system failure process and the same time used the same theory in bringing out another mechanical reliability system model. The practical calculations shows the BN Model embodied the characters of simply, small account of calculation but betterforecasting capability, which had the value of macroscopic discussion to some extent.
Abstract: Hybrid knowledge model is suggested as an underlying
framework for product development management. It can support such
hybrid features as ontologies and rules. Effective collaboration in
product development environment depends on sharing and reasoning
product information as well as engineering knowledge. Many studies
have considered product information and engineering knowledge.
However, most previous research has focused either on building the
ontology of product information or rule-based systems of engineering
knowledge. This paper shows that F-logic based knowledge model can
support such desirable features in a hybrid way.
Abstract: Nowadays, manufacturers are facing great challenges
with regard to the production of green products due to the emerging issue of hazardous substance management (HSM). In particular,
environmental legislation pressures have yielded to increased risk,
manufacturing complexity and green components demands. The green principles were expanded to many departments within
organization, including supply chain. Green supply chain
management (GSCM) was emerging in the last few years. This idea
covers every stage in manufacturing from the first to the last stage of
life cycle. From product lifecycle concept, the cycle starts at the design of a product. QFD is a customer-driven product development
tool, considered as a structured management approach for efficiently
translating customer needs into design requirements and parts deployment, as well as manufacturing plans and controls in order to
achieve higher customer satisfaction. This paper develops an Eco-
QFD to provide a framework for designing Eco-mobile phone by integrating the life cycle analysis LCA into QFD throughout the entire product development process.