Value Driven Product Planning and Systems Engineering

✍ Scribed by H. E. Cook, L. A. Wissmann

• Year: 2007
• Tongue: English
• Leaves: 220
• Edition: 1st Edition.
• Category: Library

✦ Synopsis

Engineers and scientists often need to sell an innovative idea for a new product to top management. Those who occupy product planning positions also need to be constantly scanning ideas for improving value. The engineer as product planner must learn to think like its major competitor using customer value as a guide. This book provides essential support for engineers and scientists who are required to make realistic business cases for new product concepts.

✦ Table of Contents

1846289645......Page 1
Contents......Page 10
1.1 Financial Metrics: Bottom-line and Fundamental......Page 15
1.2 Quantifying Value......Page 17
1.3.1 Fly Me to the Moon......Page 18
1.3.2 Shifting the Demand Curve by Improving Value......Page 20
1.3.3 Does Profit Maximization Gouge the Customer......Page 21
1.4.1 Loss of Pricing Power......Page 23
1.4.2 US Automotive Market......Page 24
1.5 Check of Demand Model......Page 25
1.7 Summary......Page 28
1.9 Exercises......Page 29
1.10 References......Page 30
2.1 Background......Page 31
2.2 Value and Value Functions......Page 32
2.3 Causal Research of Value......Page 34
2.4 Survey Project Design and Execution......Page 35
2.4.2 Stage 2: Respondent Selection......Page 36
2.4.3 Stage 3: Methodology for Administering Survey......Page 39
2.4.4 Stage 4: Questionnaire Design......Page 40
2.4.6 Stage 6: Collect Data......Page 41
2.5 Summary......Page 42
2.7 Exercises......Page 43
2.8 References......Page 44
3.1 Background: Prospect Theory......Page 46
3.2 The Direct Value Stated Choice Survey......Page 47
3.2.1 Graphical Analysis of a DV Survey......Page 48
3.2.2 Level 2 OLS Regression Analysis of a DV Survey......Page 49
3.2.3 Computing Standard Deviation and df of Value in a DV Survey......Page 55
3.3 The Multinomial Stated Choice Survey......Page 58
3.4 Maximum Log Likelihood Estimate......Page 62
3.6 Supporting Case Studies......Page 65
3.7 Exercises......Page 66
3.8 References......Page 71
4.1 Nature of a System......Page 72
4.2 Transitioning to Total Virtual Design and Development......Page 74
4.3.1 As-Is......Page 78
4.3.2 To-Be......Page 79
4.3.3 Learning......Page 88
4.3.4 Robustness to All Types of Variation......Page 90
4.3.5 Sourcing New Technology......Page 91
4.6 Exercises......Page 94
4.7 References......Page 96
CS1.1 Buyers and Sellers......Page 98
CS1.2 Demand for a Speculative Stock......Page 99
CS1.3 Gold Mining Stock Example......Page 100
CS1.4 Summary......Page 101
CS1.5 References......Page 103
CS2.1 Experimental Design......Page 104
CS2.2 OLS Solution with Satterthwaite's df and Approximate t-Test......Page 106
CS2.3 Solution using Maximum Log Likelihood Estimate......Page 107
CS2.4 Summary......Page 108
CS2.5 References......Page 109
CS3.1 A Simulated Multinomial Survey......Page 110
CS3.2 Simulation Process......Page 111
CS3.4 Summary......Page 113
CS4.1 Prior Studies......Page 116
CS4.2.2 Reference Price for Options......Page 118
CS4.2.3 Forecasts of Long Term Share of Three Competing Powerplant......Page 120
CS4.4 References......Page 122
CS5.2.1 Ford Windstar......Page 123
CS5.2.2 Honda Odyssey......Page 124
CS5.4 Summary......Page 125
CS5.5 References......Page 126
CS6.1 Competing Products Differ in Value......Page 127
CS6.3 Attackers' Advantage......Page 128
CS6.4 Summary......Page 130
CS7.1 DV Survey......Page 131
CS7.2 Level 2 OLS Coefficients......Page 132
CS7.3 Exponentially Weighted Parabolic Model......Page 134
CS7.5 Comparing the Two Models......Page 136
CS7.7 References......Page 137
CS8.1 A Key Auto Trade-off......Page 139
CS8.2 Experimental Design......Page 140
CS8.3 Values of Attributes Relative to Vehicle at 22 mpg......Page 141
CS8.4 Exponential Weighting Coefficient for Acceleration Performance......Page 142
CS8.5 Time Horizon and Discount Rate for Fuel Economy......Page 143
CS8.6 References......Page 144
CS9.1 Survey of Mustang Owners......Page 145
CS9.2 Automatic Transmission Option......Page 146
CS9.4 Option Price Elasticities......Page 147
CS9.5 Summary......Page 148
CS9.6 References......Page 151
CS10.1 Maximum Log Likelihood Solution......Page 152
CS10.2 LOF Workaround Solution......Page 155
CS10.4 References......Page 158
CS11.2 Outcomes......Page 159
CS11.3 Summary......Page 160
CS11.4 References......Page 162
CS12.1 Value and Cost Benchmarking......Page 163
CS12.2 Cost Estimation......Page 164
CS12.3 Yogurt Case Study......Page 165
CS12.5 References......Page 167
A.1 The Linear Demand Model......Page 168
A.2 The Logit Model......Page 172
A.3 Connection to the Probit (Normal) Model......Page 174
A.4 References......Page 175
B.1 Nature of Attributes......Page 176
B.2 Empirical Model for Value Curves......Page 177
B.4 Multiattribute Value......Page 178
B.5 Values of Selective Automotive Attributes......Page 179
B5.2 Front Leg Room......Page 180
B5.5 Range......Page 182
B.5.7 Shoulder Room......Page 183
B5.8 Head Room......Page 184
B5.11 Turning Radius......Page 186
B.6 References......Page 187
C.2 Templates for the Direct Value Stated Choice Survey......Page 188
C.3 Templates for Multinomial Stated Choice Surveys......Page 189
C.4 DV 3 Binary Template Example......Page 190
C.4.1 Level 2 OLS Outcomes......Page 191
C.4.2 LOF Outcomes......Page 192
C.4.4 Outcomes Summary and Logit Plot......Page 194
C.5.1 Value Trend and Cournot Cost Templates......Page 195
C.5.2 Value of Automotive CTV Template......Page 197
D.1 Classical Conjoint Survey......Page 198
D.2 Theory versus Experiment......Page 201
D.3 References......Page 204
E.1 Simulated Survey......Page 205
E.2 Analysis of Outcomes......Page 207
E.3 References......Page 210
F.1 Taguchi and Konishi Notation......Page 212
F.2 Analysis of Simulated Multinomial Design......Page 214
F.3 References......Page 215
C......Page 216
M......Page 217
S......Page 218
V......Page 219
Y......Page 220