Chap 9 Managing the Research

Function

D ecision Mak ing

P lanning

O rganizing

Leading

C ontro lling

Managem ent Functions

R esearch

D esign

Production

Q uality

Marketing

Project Managem ent

Managing Technology

Tim e Managem ent

E thics

C areer

Personal Technology

Managing Engineering and Technology

Advanced Organizer

Chapter ObjectivesChapter Objectives

Explain product and technology life cycles

Describe the legal means to protect a person’s ideas

Analyze the nature of creativity

Product Life CycleProduct Life CycleIdentification of need (consumer)Product planning (marketing analysis,

feasibility)Product researchProduct designProductionProduct evaluationProduct use & logistic support

(consumer)

Technology Life CycleTechnology Life CycleLaunch (introduction)GrowMatureSubstitute/Obsolete

Nature of R&D Nature of R&D Research, is systematic, intensive study

directed toward fuller scientific knowledge of the subject studied.

Basic research is ... research devoted to achieving a fuller knowledge or understanding of the subject under study ...

Applied research is directed toward the practical application of knowledge…

Development is the systematic use of scientific knowledge directed toward the production of useful materials, devices, systems, or methods, including design and development of prototypes and processes.

New Product Strategies New Product Strategies

First-to-marketFollow-the-leaderMe-tooApplication engineering

Reasons for Corporate Research to Fail

Reasons for Corporate Research to Fail

Not applicableNot enough patienceFailure in technology transfer

Selecting R&D Projects Selecting R&D Projects 60 ideas 12 worthy of preliminary evaluation6 potential products3 prototypes2 products for full production & marketing1 product with market success

Initial Screening Initial Screening ChecklistSimple payback time Net Present WorthMaximum expenditure justified

Emj = Fc Ft P

= Pcommercial success Ptech. success NPW

Initial Screening Initial Screening Checklist

Technical factors Research direction and balanceTiming of R&D and market development Stability of the potential market Position factor Market growth factors for the productMarketability and compatibility ProducibilityFinancial factors Patentability & need for continuing defensive research

Initial Screening ProcessInitial Screening ProcessPrepare the Matrix

CriteriaReference ConceptWeightings

Rate ConceptsScale (+ – 0) or (1–5)Compare to Reference Concept or Values

Rank ConceptsSum Weighted Scores

Combine and ImproveRemove Bad FeaturesCombine Good Qualities

Select Best ConceptMay Be More than One or NoneBeware of Average Concepts

CONCEPT VARIANTS

SELECTIONCRITERIA A B C D E F G REF.

Ease of Handling 0 0 – 0 0 – – 0Ease of Use 0 – – 0 0 + 0 0Number Readability 0 0 + 0 + 0 + 0Dose Metering + + + + + 0 + 0Load Handling 0 0 0 0 0 + 0 0Manufacturing Ease + – – 0 0 – 0 0Portability + + – – 0 – – 0

PLUSES 3 2 2 1 2 2 2SAMES 4 3 1 5 5 2 3

MINUSES 0 2 4 1 0 3 2

NET 3 0 –2 0 2 –1 0RANK 1 3 7 5 2 6 4

CONTINUE? Yes Yes No No Yes No Yes

ConceptsA DF E G+

Master Cylinder Lever Stop Swash Ring Dial Screw+

Selection Criteria Weight RatingWeighted

Score RatingWeighted

Score RatingWeighted

Score RatingWeighted

Score

Ease of Handling 5% 3 0.15 3 0.15 4 0.2 4 0.2

Ease of Use 15% 3 0.45 4 0.6 4 0.6 3 0.45

Readability of Settings 10% 2 0.2 3 0.3 5 0.5 5 0.5

Dose Metering Accuracy 25% 3 0.75 3 0.75 2 0.5 3 0.75

Durability 15% 2 0.3 5 0.75 4 0.6 3 0.45

Ease of Manufacture 20% 3 0.6 3 0.6 2 0.4 2 0.4

Portability 10% 3 0.3 3 0.3 3 0.3 3 0.3

Total Score

Rank

Continue? No Develop No No

(reference)

2.75

4

3.45

1

3.10

2

3.05

3

Things to RememberThings to Remember

The goal of concept selection is not to Select the best concept

The goal of concept selection is to Develop the best concept

So remember to combine and refine the concepts to develop better ones!

Protection of Ideas Protection of Ideas PatentsCopyrightsTrade secrets, andTrademarks and other marks

Patent Patent

An exclusive property right to an invention Issued by the Commissioner of Patents

and Trademarks, U.S. Department of Commerce

Limited to the "claims" of the patent

Classifications of patents Classifications of patents

UtilityDesign Plant

Utility PatentUtility PatentFor a process, machine, article of manufacture,

composition of material, or any improvement thereof For 20 years from date of filingCannot be obtained on laws of nature, methods of doing

business, scientific principles, or printed mattersConditions to be patentable, the invention must be

new or novel, useful or have utility, andnon-obvious

Design PatentDesign PatentOn new, original, and ornamental design of

an article of manufacture For a term of 14 years. Not concerned with how the article of

manufacture was made and how it was constituted, but with how it looks.

Plant PatentPlant Patent

For 20 years For plants when asexually reproduced, With the exception of tuber-propagated plants or

plants found in the uncultivated state

Establishing patent rights

Establishing patent rights

Conception and Reduction to practice. In US, if the first to conceive makes a reasonable,

diligent effort to reduce the invention to practice, he or she will receive the patent, even if someone else actually reduces it to practice earlier. In almost all other countries, patents are awarded to the first person to file, rather than the first to conceive.

Proof of ConceptionProof of ConceptionA written disclosure of the invention should be

made as soon after conception as possible. A disclosure's primary purpose is to prove the date

of conception where there is question of invention. The disclosure should include sufficient description

and sketches to describe fully what has been conceived.

The disclosure should be witnessed by at least two persons who fully understand its content.

Diligence to “reduce to practice”

Diligence to “reduce to practice”To demonstrate diligence to "reduce to practice," a written

record of developmental activities should be maintained in a bound notebook.

Daily entries are encouraged. Each page should be signed and witnessed in proximity to the entries on

that page. Each entry should be made in chronological order. Notebook pages should be consecutively numbered, with all entries

made in ink. If an error is made in an entry, it should not be erased: it should be

crossed out. All entries should be made by the inventor in his/her own handwriting.

Top 10 Companies with Patents

Top 10 Companies with Patents1998

IBM 2657Canon1928NEC 1627Motorola 1406Sony 1316Samsung 1304Fujitsu1189Toshiba 1170Kodak 1124Hitachi1094

1999IBM

2756NEC

1842Canon1795Samsung

1545Sony

1410Toshiba

1200Fujitsu1192Motorola

1192Lucent1152Mitsubishi

1052

2000IBM

2886NEC

2020Canon1890Samsung

1441Lucent1411Sony

1385Micron1304Toshib1232Motorol

1196Fujitsu

1147

Country Counts From Calendar Year 2000 Patent

File

Country Counts From Calendar Year 2000 Patent

FileCountry Utility DesignPlant Reissue TotalsU.S. 85072 11285 232 331 96920Japan 31296 1498 16 112 32922Germany 10234 505 70 13 10822Taiwan 4667 1135 0 4 5806France3819 338 9 7 4173U. Kingdom 3667 372 35 13 4087Canada 3419 484 10 10 3923S. Korea 3314 150 1 7 3472Italy 1714 247 2 4 1967Sweden 1577 160 1 0 1738

Trademarks and Other Marks

Trademarks and Other Marks

Trademarks Service marks Certification marks Collective marks

TrademarksA trademark is "used by a manufacturer or

merchant to identify his goods and distinguish them from those manufactured or sold by others."

The trademark is protected by federal statutes and registered with the Patent and Trademark Office.

"" or the notice "Reg. U.S. Pat. and TM Off." should be used with registered trademarks and "" or "Trademark" with non-registered marks.

Service marksA service mark is associated with services rather than

goods.

Certification marksA certification mark indicates that the marked goods or

services meet standards or services established by the mark's owner, for example, Good Housekeeping.

Collective marksA collective mark identifies members of a group such as

an organization, union, or association.

Registration of MarksStarting 11/16/1989, application for mark can be

made before any use has taken place.Most states have their own trademark law, in

addition to the federal law.

Copyrights Copyrights Copyright is a bundle of rights to reproduce, derive,

distribute, perform, & display an original creative work.A copyright protects expressions, not ideas. A potentially

patentable idea expressed in a copyrighted text may be used by others.

A copyright is a grant, by the United States, to an author for the right to exclude others (for a limited time) from reproducing his/her work.

A copyright is owned by the individual author except in the case of a “work for hire”, whereby the employer owns the copyright (17 USC 201a-b)

Types of Copyrights Types of Copyrights Literary worksMusical worksDramatic worksChoreographic worksPictorial worksMotion Pictures/VideosSound Recordings

Copyrights Copyrights A copyright generally prevents reproduction of a

copyrighted work for the life of the author, plus 70 years.

“Work for hire” copyright lasts for 120 years from the date of creation, or 95 years from first publication.

Copyrights Copyrights For works created after 1989, copyright notices are not

necessary (although they are recommended). The copyright notice has three elements: (1) the copyright

symbol , the word "copyright," or the abbreviation "copr."; (2) the year of first publication; and (3) the name of the copyright owner.

A copyright notice can appear any place in or on the work as long as it can be readily seen.

Copyright registration is not a condition for protection but is a prerequisite for an infringement suit.

Copyrighted material is registered with the copyright office at the Library of Congress.

Trade Secrets Trade Secrets Trade secrets have no precise definition, but to be protected

by the courts, they must be secret, substantial, and valuable. The secret can be almost anything as long as it is not

generally known in the trade or industry to which it applies. A trade secret provides its owner with a competitive

advantage. It may be a formula, process, know-how, specifications, pricing information, customer lists, supply sources, merchandising methods, or other business information. It may or may not be protected by other means.

Trade secrets have no time limitations.

Comparison of Means of Protecting Ideas

Comparison of Means of Protecting Ideas

Many ideas that are protected as trade secrets cannot be patented.

On the other hand, an item that is patentable can theoretically be protected as a trade secret.

If the idea can be easily discovered through reverse engineering, however, a patent is the only practical choice for protection.

CREATIVITY CREATIVITY

Nature of Creativity:Creativity is the ability to produce new and useful

ideas through the combination of known principles and components in novel and non-obvious ways.

Models for problem solving:

Models for problem solving:

Trial and error. Planning/decision-making process

(analytical reasoning)Creative process

Creative process Creative process Preparation.

Structure the problem, Collect all available information. Understand relations and effects, Solve sub-problems, and Explore all possible solutions and combinations that

may lead to a satisfactory solution.Frustration and incubation (Chili Factor)Inspiration or illumination Verification

Brainstorming and Other Techniques for

Creativity

Brainstorming and Other Techniques for

Creativity

Brainstorming Brainstorming Modern method for "organized ideation" First employed in the West by Alex Osborne in 1938 The essence of brainstorming is a creative conference,

ideally of 8 to 12 people meeting for less than an hour to develop a long list of 50 or more ideas.

Suggestions are listed without criticism, one visible idea leads to others.

At the end of this session participants are asked how the ideas could be combined or improved.

Organizing, weeding, and prioritizing the ideas produced is a separate, subsequent step.

Brainstorming Brainstorming "Tear-down" ApproachUsed by two people. The first person (person A) must disagree with the existing solution to

a problem and suggest another approach; Next, person B must disagree with both ideas and suggest a third; Then person A must suggest yet another solution This "cycle continues until a useful idea clicks."

"And-also" Method Person A suggests an improvement on the subject under study;

person B agrees, but suggests a further improvement; this sequential improvement "continues until a sound solution is reached."

Group technique by W. J. Gordon

Group technique by W. J. Gordon

A team explores the underlying concept of the problem.

The method encourages finding unusual approaches by preventing early closure on the problem.

A team of six meeting for about a day on a problem.

Nominal Group TechniqueStructured BrainstormingNominal Group TechniqueStructured Brainstorming

Silent generationRound robin phaseClarificationVoting and rankingTabulation

"Attribute listing" approach

(for individuals)

"Attribute listing" approach

(for individuals) A person lists attributes of an idea or item, Then concentrates on one attribute at a time to

make improvements in the original idea or item.

"Forced relationship" approach

(for individuals)

"Forced relationship" approach

(for individuals) It tries to generate new ideas by creating a

"forced relationship" between two or more usually unrelated ideas or items.

“Mindmapping”“Mindmapping”Write the main topic in the center. Think main factors, ideas, concepts, or components

directly related to the main topic.Concentrate on the sub-headings, and identify

related issues. Additional branches can be added.Repeat for all sub-headings, and sub-sub-headings.Connect related ideas and concepts. Review,

organize, and revise.Write-up.

Characteristics of Creative People

Characteristics of Creative People

Self-confidence and independence. Curiosity. Approach to problems. Some personal attributes.

more comfortable with things than people, have fewer close friends, and are not "joiners." have broad intellectual interests. enjoy intellectual games, practical jokes, creative

writing, and are almost always attracted by complexity.

Providing a Creative Environment

Providing a Creative Environment

Creative people are most effective in an org. that will tolerate idiosyncrasies, remove as much routine regulation and reporting as

feasible, provide support personnel and equipment as

required, andrecognize and reward successes.

Creativity and Innovation Creativity and Innovation

Invention (the creative process) produces ideas.

the process of innovation reduced invention to practice and use.

5 kinds of people needed for

technological innovation

5 kinds of people needed for

technological innovation Idea generator - the creative individual

Entrepreneur - the person who "carries the ball"Gatekeepers - bring in essential informationProgram managers - who manage without

inhibitingSponsor or Champion - the person, often in

senior management, who provides financial and moral support

R&D and Business Strategy

R&D and Business Strategy

Technology strategy should encompass research, product and process development, and manufacturing engineering.

Base Technologies Key Technologies Pacing Technologies

Evaluating R&D Effectiveness

Evaluating R&D Effectiveness

Ratio of research costs to profits.Percentage of total earnings due to new

products.Share of market due to new products Research costs related to increases in sales.Research costs ratio of new and old sales.Research costs per employee.

Evaluating R&D Effectiveness

Evaluating R&D Effectiveness

Ratio of research costs to overhead expenses such as administrative and selling costs.

Cash flows (continuing evaluation of the pattern of outflows for research expense and actual and projected inflows from resulting revenue).

Research auditsWeighted averages of costs and objectives Project profiles

Support for R&DSupport for R&DTechnician support to carry out repetitive testing and

other functions not requiring a graduate engineer or scientist.

Shop support of mechanics, glassblowers, and carpenters to produce test and research equipment based on researchers' sketches.

A technical library with technical information specialists conversant in the fields of the company's interest and willing and able to suggest sources to researchers and structure and run searches in the appropriate data bases for them.

Support for R&DSupport for R&DTechnical publication support, including typing, editing,

and graphical support to simplify researchers' production of reports, technical papers, and presentations.

A flexible, responsive system for approving and acquiring equipment as needed by researchers.

Ample computer facilities conveniently available to researchers, and programming assistance to provide consultation and programming to those researchers not wishing to do it themselves.