finding process and provides normative information
Concentric development means that at first all plans
The model of the product innovation process in figure
for making choices in that process.
are worked out in outline, to be able to estimate
1.3 shows how product design is embedded within
the technical and commercial feasibility of the new
the larger industrial innovation process. Product
Strict development
business activity as a whole. Whenever a product
design is preceded by product planning activities
Promising ideas for new products must be worked out
idea survives the first round, the plans are further
that define the kind of products to design and it
into detailed plans for the product, the production
worked out in a second round, etc., until they are
proceeds in interaction with production development
and the sale. This phase is here called ‘strict
completed and fit one to another (see figure 1.4). Of
and marketing planning. The development of a new
development’. The plans are developed with the new
course the number of rounds is arbitrary. Essential
product will be successful in so far as these activities
business idea, as point of departure and it is very
is that in each round all aspects of the new business
are properly attuned.
important that the plans are properly attuned to
activity (function, appearance, use, manufacturing,
one another. To that end the product development
cost, environment, etc) are taken into consideration.
process must be arranged ‘concentrically’.
Other names for this fundamental methodological
Product Innovation Process according to Buijs
principle are ‘integrated product development’,
J. Buijs (see figure 1.5) introduced a four-stage
‘simultaneous engineering’ and ‘concurrent
innovation model based on the assumption that
engineering’.
the product innovation process is similar to an
ar
uc
m
t io
n
(experiential) learning process (Buijs, 2003). Coming up with new products and services is the response of
are achieved. Concentric development prevents that
a company to its changing competitive environment.
more time and money is spent in the development
The four-stage product innovation model consists of:
of eventual ‘non-successful’ product ideas than
pr
t
od
ke
By concentric development two important things
necessary. Besides that, as concentric development
2 Design brief formulation (i.e. idea finding).
production development and marketing planning, it
3 Product development (i.e. strict development).
raises the quality of the product and shortens the
4 Product launch and use (i.e. realisation).
lead times.
pr
From this point of departure Buijs and Valkenburg
t
definitive design
formulation).
stimulates the interaction between product design,
uc
ofi
od
ta
bi
pr
li t
y
product idea
1 Strategy formulation (i.e. policy and strategy
Realisation
(2000, 2nd ed.) developed a more detailed model
In this phase the detailed plans out of the strict
of the product innovation process consisting of 17
development phase are transformed into reality. This
steps in a given order (see figure 1.6). This model
phase includes production, distribution, sales and the
puts more emphasis on the first phase of the product
actual use of the product.
innovation process, the Strategy Formulation (or product planning). For the explanation of product
fig. 1.4 Concentric Development
Delft Design Guide | Part 1 | The Product Innovation Process –
1.2