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Ricardo Valerdi. Aykroyd, Timothy N System Design and Management Program. System Design and Management Program. 2008-11-07T19:11:58Z 2008-11-07T19:11:58Z 2008 2008 http://hdl.handle.net/1721.1/43173 251444605 Thesis (S.M.)--Massachusetts Institute of Technology, System Design and Management Program, 2008. Includes bibliographical references (leaves 84-85). In the commercial industry, an investment in a new innovation can make or break a company. In order for the new innovation to succeed in a competitive marketplace, it must deliver value to its stakeholders. Companies are thus rewarded to assess the value an innovation will deliver to its customers early in the design process. This thesis provides a framework to measure the potential value a new innovation will deliver to consumers based on scoping the project. The framework provides details on creating a model based on the Analytical Hierarchy Process (AHP) by establishing a hierarchy of customer objectives. The application of the framework is then applied to a large company developing two new innovations. Two interesting facts arose from the study. First, the value assessment model can be fractionated to evaluate how new products are valued by multiple market segments. A company can use this information to align a new innovation with a brand segmentation and develop an appropriate strategy to launch products. Secondly, this methodology has been shown to work on incremental innovation and non-traditional products which expand the customer base. The methodology does work when applied to radical innovation which overturns existing value structures and changes the market dynamics. by Timothy N. Aykroyd. S.M. 85 leaves eng Massachusetts Institute of Technology M.I.T. theses are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. See provided URL for inquiries about permission. http://dspace.mit.edu/handle/1721.1/7582 System Design and Management Program. Value assessment of new product innovations Thesis application/pdf false Publication unknown unknown <Publication xmlns="https://www.openaire.eu/cerif-profile/1.1/" id="58a9be21-cec4-4b72-bb8f-734e6429aa4d"> <Type xmlns="https://www.openaire.eu/cerif-profile/vocab/COAR_Publication_Types">http://purl.org/coar/resource_type/c_1843</Type> <Language>eng</Language> <Title>Value assessment of new product innovations</Title> <PublishedIn> <Publication> </Publication> </PublishedIn> <PublicationDate>2008</PublicationDate> <Authors> <Author> <DisplayName>Aykroyd, Timothy N</DisplayName> <Affiliation> <OrgUnit> </OrgUnit> </Affiliation> </Author> </Authors> <Editors> </Editors> <Publishers> <Publisher> <DisplayName>Massachusetts Institute of Technology</DisplayName> <OrgUnit /> </Publisher> </Publishers> <License>http://dspace.mit.edu/handle/1721.1/7582</License> <Keyword>System Design and Management Program.</Keyword> <Abstract>In the commercial industry, an investment in a new innovation can make or break a company. In order for the new innovation to succeed in a competitive marketplace, it must deliver value to its stakeholders. Companies are thus rewarded to assess the value an innovation will deliver to its customers early in the design process. This thesis provides a framework to measure the potential value a new innovation will deliver to consumers based on scoping the project. The framework provides details on creating a model based on the Analytical Hierarchy Process (AHP) by establishing a hierarchy of customer objectives. The application of the framework is then applied to a large company developing two new innovations. Two interesting facts arose from the study. First, the value assessment model can be fractionated to evaluate how new products are valued by multiple market segments. A company can use this information to align a new innovation with a brand segmentation and develop an appropriate strategy to launch products. Secondly, this methodology has been shown to work on incremental innovation and non-traditional products which expand the customer base. The methodology does work when applied to radical innovation which overturns existing value structures and changes the market dynamics.</Abstract> <Access xmlns="http://purl.org/coar/access_right" > </Access> </Publication>