Internal Organisation for improving product launch in PSL

Internal Organisation for improving product launch in PSL

Sheu, M.Y.

Hultink, H.J. (mentor)
Cankurtaran, P. (mentor)
Verwaal, M. (mentor)

Industrial Design Engineering

Strategic Product Design

2016-02-29

This graduation assignment aimed to improve product launch from within PSL through analyzing PSL’s innovation process and evaluating the existing structure. The research was conducted through observation, interviews, and creative sessions. Many areas of improvement were identified. PSL does not have a product manager, thus no one is responsible for communicating the product story across departments and product stages. A team called PAT (product advisory team) was created to advise decisions on product development. The role and responsibility are not agreed upon within PSL. This ‘decision making’ team is composed of market specialists. When the ‘market’ is leading, innovation is inclines to more incremental. Within PSL innovation process, there is only one stage gate. Designers present the design to the PAT after the product’s detailed rendering is created. This costs PSL designers higher investment of time and more commitment. The new innovation processes changes the linear process to a circular process. One additional stage gate is added before the current decision making stage to validate the product’s strategic-fit. A stage is added at the end to re-evaluate all products within the catalogue. PSL’s strengths are identified to being flexible Structurally. Due to their close ties with Chinese manufacturers, they were the “go-to” for customization. These existing strengths were not used to it’s greatest potential. PSL’s electronic products require more explanation, it’s functionality and unique selling points were not easily conveyed to PSL’s clients. To improve the product story’s communication inside of PSL, small incremental changes were designed throughout the innovation process such the a product overview poster and storyboard. This report also proposes a new strategy and strategic activities. Currently PSL customizes by putting 2D logos on products, the concept is to take customization to the next level; through collaboration with 3D printing and standardizing product customization, secure PSL in the future promotional market while expanding markets by creating new potential buyers.

New product innovation process
Product launch
organisational structure
strategy

http://resolver.tudelft.nl/uuid:b7c0b0af-416e-47ea-9a3d-8407d7c545f1

Campus only

Student theses

master thesis

(c) 2016 Sheu, M.Y.