Title: Developing the ''right'' breakthrough product/service: an application of the umbrella methodology to electric vehicles - Part B

Authors: Hamid Noori, Hugh Munro, Gene Deszca, Brenda McWilliams

Addresses: Laurier Business and Economics, Wilfrid Laurier University, Waterloo, Ontario N2L 3C5, Canada. Laurier Business and Economics, Wilfrid Laurier University, Waterloo, Ontario N2L 3C5, Canada. Laurier Business and Economics, Wilfrid Laurier University, Waterloo, Ontario N2L 3C5, Canada. Laurier Business and Economics, Wilfrid Laurier University, Waterloo, Ontario N2L 3C5, Canada

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.

Keywords: breakthrough product development; backcasting; new product development and forecasting.

DOI: 10.1504/IJTM.1999.002731

International Journal of Technology Management, 1999 Vol.17 No.5, pp.563-579

Available online: 05 Jul 2003 *

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