| Product technology is always the best weapon of enterprise to market competition, and it is also the core competence of company. New product development is a giant and complicated task, so appropriate development program for new product is key important. CA is a typical world company which produces air-conditioning & refrigeration product. It is now facing many competitors, market share decreasing. slow new product launched and so on. Obviously, new product development program could not meet current market requirement.In the background, the article is focused on new product development topic based on CA conditions. Content and key factors of CA PASSPORT program are introduced, and analyzed based on market orientation and innovation orientation. Optimized proposal is offered. The article consists of sixChapterâ… , research background and purpose introduced. CA market target and product category presented.Chapterâ…¡, the relationship between market orientation, innovation orientation and new product performance discussed. The impact of both orientations analyzed. No any conflict between market orientation and innovation orientation confirmed. New product development performance should be improved with two strategic orientations matching.Chapterâ…¢, Current PASSPORT content and key factors introduced. Support platform of related tools, document management and organization culture presented.Chapterâ…£, integrated analysis of PASSPORT program, review per market orientation and innovation orientation sides. Shortages of PASSPORT found and possible root cause analyzed.Chapterâ…¤, proposal offered on current PASSPORT optimization, the theoretical verification, and benefits of new proposal.Chapterâ…¥,the research achievement and limitation on new product development optimization summarized. Further study objective presented.To problems of current PASSPORT program, the article proposes to consider matching of market orientation and innovation orientation on new product classified. Innovation orientation is applied on full- new product with high innovation degree. Market orientation is applied on improved product with low innovation degree. Based on the matching proposal, the program model for new product development is optimized. Based on modeling evaluation result, new program model could bring the following benefits. For full-new product, there will be more type options to customer, positive working environment, more attractive chance to employee. For the improved product, there could be development duration reduced, much cost and staff resource saving. New material check list for product release make the process practical. The article has some shortages and limitations. The optimized model does not consider enterprise size, product field and other factors. So it could be referred by air-conditioning filed enterprises. The further study should be start on matching ration between market orientation and innovation orientation. Anyway, enterprise should determine the new product development program with internal conditions, product field, market need and other factors. Then new product development performance and whole operating efficiency could be improved. Cost and time could be saved, and enterprise could keep better competence to market variation. |
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