Developing the ''right'' breakthrough product/service: an application of the umbrella methodology to electric vehicles - Part B
by Hamid Noori, Hugh Munro, Gene Deszca, Brenda McWilliams
International Journal of Technology Management (IJTM), Vol. 17, No. 5, 1999

Abstract: This paper is Part B of our investigation into a potential new approach for dealing with the market forecast and introduction of breakthrough products. Part A of this research presented a theoretical model which we have termed the ''Umbrella Methodology'' as an alternative means for choosing the ''right'' breakthrough product to develop, based on information on a number of key inputs which impact the success of new products. This paper applies that methodology to the case of the electric vehicle, which represents a breakthrough product, which is very close to market introduction. This paper is meant to be demonstrative in nature, illustrating how the methodology of Part A can be implemented. It is not a strategic suggestion or advice aimed at electric vehicle developers. The exercise shows how, even using only secondary information, product developers can make better-informed decisions regarding which breakthrough product to introduce.

Online publication date: Sat, 05-Jul-2003

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