Product Planning Essentials by Kahn Kenneth B.;

Author:Kahn, Kenneth B.; [Kahn, Kenneth B.]
Language: eng
Format: epub
Publisher: Taylor & Francis Group
Published: 2015-08-15T00:00:00+00:00

Product Design Situations

Product design situations can be formulated into one of four general categories (Veryzer 1998, 2006). Each category reflects different considerations and challenges:

Renovative design: Involves the updating or overhaul of an existing product with little change in the technology employed or the functionality delivered.

Adaptive design: Involves adjusting an existing product to new circumstances or a changed situation (e.g., improvements in technological capabilities, reorienting the design direction of an existing product). In extreme cases, adaptive design can entail a drastic shift in the design direction of a product.

Evolutionary design: Involves the design of new products where the progression from existing products is relatively continuous in terms of product capabilities delivered, technology employed, and design direction (e.g., form and appearance).

Discontinuous design: Involves a dramatic break in the progression from the course of previous products. Discontinuous design situations may be further subdivided into three cases: (1) primarily technological discontinuity (products perceived as essentially the same as existing products even though they utilize revolutionary new technology); (2) primarily commercial discontinuity (products perceived as being highly innovative even though they utilize little new technology but uniquely package it for an unmet consumer need); and (3) both commercial and technical discontinuities.

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