Wat is het Stage-Gate model?
De Stage-Gate methode van Robert G. Cooper is een aanpak die kan worden gebruikt om het productontwikkelingproces effectiever te maken. Het is een blauwdruk voor het managen van het nieuwe productproces. Vanaf een idee tot het introduceren van een product. In een aantal vooraf bepaalde stappen, of stadia. Elk stadium bestaat uit een reeks van bepaalde cross-functionele en parallelle activiteiten die met succes moeten worden voltooid voorafgaand aan het verkrijgen van goedkeuring door het management om naar het volgende stadium van productontwikkeling verder te mogen gaan. De ingang van elk stadium wordt genoemd: een poort (Gate). Deze poorten, die normaal vergaderingen zijn, controleren het proces en dienen voor:
- Kwaliteitsbeheersing
- Go / Kill controleposten. Gereedheidcontroles, criteria waaraan voldaan moet zijn, en criteria waaraan voldaan mag zijn.
- Markeerpunt voor het actieplan voor de volgende fase.
Stage-Gate is een gedeponeerd handelsmerk van Product Development Institute Inc.
Oorsprong van de Stage-Gate methodologie. Geschiedenis
De methode is gebaseerd op de ervaringen, de suggesties en de observaties door een groot aantal managers en bedrijven in meer dan 60 gevallen zoals die door Robert Cooper zijn waargenomen. De term "Stage-Gate" verscheen voor het eerst in een artikel door Cooper in The Journal of Marketing Management, 3, 3, Spring 1988. Een nog vroegere versie kan in dit boek van Cooper worden gevonden: "Winning at New Products", 1986.
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Gebruik van Stage-Gate. Toepassingen
- Productontwikkeling, Innovatie.
- Component van Portfolio Management.
Stappen (stadia) in het Stage-Gate model. Proces
Het Stage-Gate proces wordt voorafgegaan door een Ontdekkingsstadium (Discovery), dat in een latere versie van het originele model werd toegevoegd, welke slechts 5 fasen had. Het bevat het
voorwerk dat bedoeld is om kansen te ontdekken en om nieuwe ideeën te genereren.
- Werkingsgebied. Een snel, inleidend onderzoek van elk project. Biedt goedkope informatie door desk research om het aantal projecten kleiner te maken.
- Bouw de Business case. Een meer gedetailleerd onderzoek door primaire marketing en technisch onderzoek. De business case moet een productdefinitie, een productrechtvaardiging en een projectplan bevatten.
- Ontwikkeling. Een gedetailleerd ontwerp en ontwikkeling van het nieuwe product, samen met sommige eenvoudige producttesten. Ook wordt een productieplan en een marktintroductie plan ontwikkeld.
- Testen en Validatie. Uitgebreide producttesten in zowel de markt, het laboratorium als de fabriek.
- Lancering. Begin van volledige productie, marketing en verkoop. De marktintroductie, productie / operaties, distributie, kwaliteitsbewaking. Post-introductie evaluaties worden uitgevoerd.
In werkelijkheid, is het noodzakelijk om de subactiviteiten verder uit te splitsen om gedetailleerde en operationele instructies voor het innovatieteam te bieden.
Sterke punten van de Stage-Gate methodologie. Voordelen
- Goedgeorganiseerde innovatie kan een bron van concurrentievoordeel zijn.
- Versnelde productontwikkeling. Noodzakelijk wegens het verkorten van
productlevenscycli.
- Verhoogde succeskans van nieuwe producten. Voorkomt slechte projecten in een vroeg stadium en helpt hen bij te sturen.
- Het model splitst het complexe innovatieproces in grote bedrijven op in een aantal kleinere stukken.
- Biedt overzicht, wat prioriteitsstelling en focus mogelijk maakt.
- Geïntegreerde marktoriëntatie.
- Cross-functioneel. Omvat input en participatie door werknemers uit diverse functies in de organisatie. Geen afzonderlijke R&D of Marketing stadium. Maar zie boven Ontdekkingsstadium.
- Kan met diverse prestatiemetingsmethoden worden gecombineerd, zoals Netto Contante Waarde, enz.
Beperkingen van Stage-Gate. Nadelen
- Hoewel binnen een stadium de activiteiten tegelijkertijd kunnen worden uitgevoerd, is de Stage-Gate benadering fundamenteel opeenvolgend (waterval). Sommige innovatiedeskundigen geloven dat productontwikkeling eigenlijk parallel zou moeten worden georganiseerd, gebruikmakend van cirkels.
- Het originele raamwerk van Stage-Gate hield zich niet bezig met het Ontdekkingsproces en de activiteiten om nieuwe ideeën te creëren.
- Een spanning bestaat tussen organiseren en creativiteit. Allebei zijn zij zeer belangrijk binnen innovatie.
Boek: Robert G. Cooper - Product Leadership - Pathways to Profitable Innovation
Forumdiscussies over Productontwikkeling.
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Stage Gate Beperkingen
Stage-Gate is dus:
Noch een incrementele, iteratieve innovatiefilosofie (herhaling van kleine verbeteringen in bestaande producten, of voortgaande efficiencyverbeteringen),
Noch een radicale i...
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