Value driven product planning and systems engineering:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London
Springer
2007
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVII, 213 S. graph. Darst. 235 mm x 155 mm |
| ISBN: | 9781846289644 1846289645 |
Internformat
MARC
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| 100 | 1 | |a Cook, Harry E. |e Verfasser |4 aut | |
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| 264 | 1 | |a London |b Springer |c 2007 | |
| 300 | |a XVII, 213 S. |b graph. Darst. |c 235 mm x 155 mm | ||
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Datensatz im Suchindex
| _version_ | 1804137222641811456 |
|---|---|
| adam_text | Contents
1 Customer Value: A Key Financial Metric 1
1.1 Financial Metrics: Bottom line and Fundamental 1
1.2 Quantifying Value 3
1.3 The Impact of Customer Value 4
1.3.1 Fly Me to the Moon 4
1.3.2 Shifting the Demand Curve by Improving Value 6
1.3.3 Does Profit Maximization Gouge the Customer 7
1.3.4 The Innovative Power of a New Technology 9
1.4 Market dilution 9
1.4.1 Loss of Pricing Power 9
1.4.2 US Automotive Market 10
1.5 Check of Demand Model 11
1.6 Research and Development Planning 14
1.7 Summary 14
1.8 Supporting Case Studies 15
1.9 Exercises 15
1.10 References 16
2 Assessing Value using Surveys 17
2.1 Background 17
2.2 Value and Value Functions 18
2.3 Causal Research of Value 20
2.4 Survey Project Design and Execution 21
2.4.1 Stage 1: Determine Objectives 22
2.4.2 Stage 2: Respondent Selection 22
2.4.3 Stage 3: Methodology for Administering Survey 25
2.4.4 Stage 4: Questionnaire Design 26
2.4.5 Stage 5: Pretest Survey 27
2.4.6 Stage 6: Collect Data 27
2.4.7 Stage 7: Data Preparation and Analysis 28
2.5 Summary 28
2.6 Supporting Case Studies 29
2.7 Exercises 29
2.8 References 30
3 Analyzing Stated Choice Surveys 33
3.1 Background: Prospect Theory 33
3.2 The Direct Value Stated Choice Survey 34
3.2.1 Graphical Analysis of a DV Survey 35
3.2.2 Level 2 OLS Regression Analysis of a DV Survey 36
3.2.3 Computing Standard Deviation and df of Value in a DV
Survey 42
3.2.4 LOF Estimate of the Standard Deviation of Value 45
3.3 The Multinomial Stated Choice Survey 45
3.4 Maximum Log Likelihood Estimate 49
3.5 Summary 52
3.6 Supporting Case Studies 52
3.7 Exercises 53
3.8 References 58
4 Product Planning and Systems Engineering 59
4.1 Nature of a System 59
4.2 Transitioning to Total Virtual Design and Development 61
4.3 Analyzing the As Is/To Be Transition using an Automotive
Example 65
4.3.1 As Is 65
4.3.2 To Be 66
4.3.3 Learning 75
4.3.4 Robustness to All Types of Variation 77
4.3.5 Sourcing New Technology 78
4.4 Summary 81
4.5 Supporting Case Studies 81
4.6 Exercises 81
4.7 References 83
Case Study 1 Value Speculation in a Stock s Price 85
CS1.1 Buyers and Sellers 85
CS1.2 Demand for a Speculative Stock 86
CS1.3 Gold Mining Stock Example 87
CS 1.4 Summary 87
CS1.5 References 90
Case Study 2 Simulated Survey of Boston to Los Angeles Flights 91
CS2.1 Experimental Design 91
CS2.2 OLS Solution with Satterthwaite s df and Approximate 7 Test ....93
CS2.3 Solution using Maximum Log Likelihood Estimate 94
CS2.4 Summary 95
CS2.5 References 96
Case Study 3 Analysis of a Multinomial Stated Choice Survey 97
CS3.1 A Simulated Multinomial Survey 97
CS3.2 Simulation Process 98
CS3.3 The Level 2 OLS Coefficients 100
CS3.4 Summary 100
Case Study 4 The Market for Hybrid and Diesel Mid sized Sedans 103
CS4.1 Prior Studies 103
CS4.2 This Study 105
CS4.2.1 Comparing Individual NPV Forecasts with
Survey Results 105
CS4.2.2 Reference Price for Options 105
CS4.2.3 Forecasts of Long Term Share of Three Competing
Powerplants 107
CS4.3 Summary 109
CS4.4 References 109
Case Study 5 Revealed Values: Minivan Trends 111
CS5.1 Consumers Reveal Preferences when They Buy 111
CS5.2 Minivan Revealed Value Trends 1998 through 2002
Model Years 111
CS5.2.1 Ford Windstar 111
CS5.2.2 Honda Odyssey 112
CS5.3 Learning by Comparing Forecast Value Improvements
with Actual Improvements 113
CS5.4 Summary 113
CS5.5 References 114
Case Study 6 Effect of Market Dilution when Value Differs
between Competitors 115
CS6.1 Competing Products Differ in Value 115
CS6.2 Price Trends 116
CS6.3 Attackers Advantage 116
CS6.4 Summary 118
Case Study 7 Value of Interior Noise in a Luxury Automobile I 19
CS7.1 DV Survey 119
CS7.2 Level 2 OLS Coefficients 120
CS7.3 Exponentially Weighted Parabolic Model 122
CS7.4 Prospect Theory Model 124
CS7.5 Comparing the Two Models 124
CS7.6 Summary 125
CS7.7 References 125
Case Study 8 Quantifying the Trade off between Acceleration
Performance and Fuel Economy 127
CS8.1 A Key Auto Trade off 127
CS8.2 Experimental Design 128
CS8.3 Values of Attributes Relative to Vehicle at 22 mpg 129
CS8.4 Exponential Weighting Coefficient for Acceleration
Performance 130
CS8.5 Time Horizon and Discount Rate for Fuel Economy 131
CS8.6 References 132
Case Study 9 Value of Mustang Options 133
CS9.1 Survey of Mustang Owners 133
CS9.2 Automatic Transmission Option 134
CS9.3 Anti lock Brake Option 135
CS9.4 Option Price Elasticities 135
CS9.5 Summary 136
CS9.6 References 139
Case Study 10 Simulated Survey of Choice between Auto
and Transit Bus Modes 141
CS10.1 Maximum Log Likelihood Solution 141
CS10.2 LOF Workaround Solution 144
CS10.3 Summary 147
CS 10.4 References 147
Case Study 11 Assessing Relative Brand Value 149
CS11.1 Survey Method 149
CS11.2 Outcomes 149
CS11.3 Summary 150
CS11.4 References 152
Case Study 12 Value and Cost Benchmarking a Yogurt Market 153
CS12.1 Value and Cost Benchmarking 153
CS12.2 Cost Estimation 154
CS12.3 Yogurt Case Study 155
CS 12.4 Summary 157
CS12.5 References 157
Appendix A Models of Demand Price, and Choice Probability 159
A.I The Linear Demand Model 159
A.2 The Logit Model 163
A.3 Connection to the Probit (Normal) Model 165
A.4 References 166
Appendix B Modeling Value using Automotive Examples 167
B.I Nature of Attributes 167
B.2 Empirical Model for Value Curves 168
B.3 Estimating Value Curves 169
B.4 Multiattribute Value 169
B.5 Values of Selective Automotive Attributes 170
B.5.1 Fuel Economy 171
B5.2 Front Leg Room 171
B.5.3 Interior Noise 173
B.5.4 Reliability 173
B5.5 Range 173
B5.6 Acceleration Performance 174
B.5.7 Shoulder Room 174
B5.8 Head Room 175
B.5.9 Seating Capacity 177
B5.10 Luggage Space 177
B5.ll Turning Radius 177
B.6 References 178
Appendix C Templates 179
C.I Overview 179
C.2 Templates for the Direct Value Stated Choice Survey 179
C.3 Templates for Multinomial Stated Choice Surveys 180
C.4 DV 3 Binary Template Example 181
C.4.1 Level 2 OLS Outcomes 182
C.4.2 LOF Outcomes 183
C.4.3 MLLE Outcomes 185
C.4.4 Outcomes Summary and Logit Plot 185
C.5 Additional Templates 186
C.5.1 Value Trend and Cournot Cost Templates 186
C.5.2 Value of Automotive CTV Template 188
Appendix D Stated Choice Analysis of a Classical Conjoint Survey 189
D.I Classical Conjoint Survey 189
D.2 Theory versus Experiment 192
D.3 References 195
Appendix E Analysis of a Presence/Absence Stated Choice Survey 197
E.I Simulated Survey 197
E.2 Analysis of Outcomes 199
E.3 References 203
Appendix F Using Orthogonal Arrays to Construct
Stated Choice Survey and other Experimental Designs 205
F.I Taguchi and Konishi Notation 205
F.2 Analysis of Simulated Multinomial Design 207
F.3 References 208
Index 209
|
| adam_txt |
Contents
1 Customer Value: A Key Financial Metric 1
1.1 Financial Metrics: Bottom line and Fundamental 1
1.2 Quantifying Value 3
1.3 The Impact of Customer Value 4
1.3.1 Fly Me to the Moon 4
1.3.2 Shifting the Demand Curve by Improving Value 6
1.3.3 Does Profit Maximization Gouge the Customer 7
1.3.4 The Innovative Power of a New Technology 9
1.4 Market dilution 9
1.4.1 Loss of Pricing Power 9
1.4.2 US Automotive Market 10
1.5 Check of Demand Model 11
1.6 Research and Development Planning 14
1.7 Summary 14
1.8 Supporting Case Studies 15
1.9 Exercises 15
1.10 References 16
2 Assessing Value using Surveys 17
2.1 Background 17
2.2 Value and Value Functions 18
2.3 Causal Research of Value 20
2.4 Survey Project Design and Execution 21
2.4.1 Stage 1: Determine Objectives 22
2.4.2 Stage 2: Respondent Selection 22
2.4.3 Stage 3: Methodology for Administering Survey 25
2.4.4 Stage 4: Questionnaire Design 26
2.4.5 Stage 5: Pretest Survey 27
2.4.6 Stage 6: Collect Data 27
2.4.7 Stage 7: Data Preparation and Analysis 28
2.5 Summary 28
2.6 Supporting Case Studies 29
2.7 Exercises 29
2.8 References 30
3 Analyzing Stated Choice Surveys 33
3.1 Background: Prospect Theory 33
3.2 The Direct Value Stated Choice Survey 34
3.2.1 Graphical Analysis of a DV Survey 35
3.2.2 Level 2 OLS Regression Analysis of a DV Survey 36
3.2.3 Computing Standard Deviation and df of Value in a DV
Survey 42
3.2.4 LOF Estimate of the Standard Deviation of Value 45
3.3 The Multinomial Stated Choice Survey 45
3.4 Maximum Log Likelihood Estimate 49
3.5 Summary 52
3.6 Supporting Case Studies 52
3.7 Exercises 53
3.8 References 58
4 Product Planning and Systems Engineering 59
4.1 Nature of a System 59
4.2 Transitioning to Total Virtual Design and Development 61
4.3 Analyzing the As Is/To Be Transition using an Automotive
Example 65
4.3.1 As Is 65
4.3.2 To Be 66
4.3.3 Learning 75
4.3.4 Robustness to All Types of Variation 77
4.3.5 Sourcing New Technology 78
4.4 Summary 81
4.5 Supporting Case Studies 81
4.6 Exercises 81
4.7 References 83
Case Study 1 Value Speculation in a Stock's Price 85
CS1.1 Buyers and Sellers 85
CS1.2 Demand for a Speculative Stock 86
CS1.3 Gold Mining Stock Example 87
CS 1.4 Summary 87
CS1.5 References 90
Case Study 2 Simulated Survey of Boston to Los Angeles Flights 91
CS2.1 Experimental Design 91
CS2.2 OLS Solution with Satterthwaite's df and Approximate 7 Test .93
CS2.3 Solution using Maximum Log Likelihood Estimate 94
CS2.4 Summary 95
CS2.5 References 96
Case Study 3 Analysis of a Multinomial Stated Choice Survey 97
CS3.1 A Simulated Multinomial Survey 97
CS3.2 Simulation Process 98
CS3.3 The Level 2 OLS Coefficients 100
CS3.4 Summary 100
Case Study 4 The Market for Hybrid and Diesel Mid sized Sedans 103
CS4.1 Prior Studies 103
CS4.2 This Study 105
CS4.2.1 Comparing Individual NPV Forecasts with
Survey Results 105
CS4.2.2 Reference Price for Options 105
CS4.2.3 Forecasts of Long Term Share of Three Competing
Powerplants 107
CS4.3 Summary 109
CS4.4 References 109
Case Study 5 Revealed Values: Minivan Trends 111
CS5.1 Consumers Reveal Preferences when They Buy 111
CS5.2 Minivan Revealed Value Trends 1998 through 2002
Model Years 111
CS5.2.1 Ford Windstar 111
CS5.2.2 Honda Odyssey 112
CS5.3 Learning by Comparing Forecast Value Improvements
with Actual Improvements 113
CS5.4 Summary 113
CS5.5 References 114
Case Study 6 Effect of Market Dilution when Value Differs
between Competitors 115
CS6.1 Competing Products Differ in Value 115
CS6.2 Price Trends 116
CS6.3 Attackers' Advantage 116
CS6.4 Summary 118
Case Study 7 Value of Interior Noise in a Luxury Automobile I 19
CS7.1 DV Survey 119
CS7.2 Level 2 OLS Coefficients 120
CS7.3 Exponentially Weighted Parabolic Model 122
CS7.4 Prospect Theory Model 124
CS7.5 Comparing the Two Models 124
CS7.6 Summary 125
CS7.7 References 125
Case Study 8 Quantifying the Trade off between Acceleration
Performance and Fuel Economy 127
CS8.1 A Key Auto Trade off 127
CS8.2 Experimental Design 128
CS8.3 Values of Attributes Relative to Vehicle at 22 mpg 129
CS8.4 Exponential Weighting Coefficient for Acceleration
Performance 130
CS8.5 Time Horizon and Discount Rate for Fuel Economy 131
CS8.6 References 132
Case Study 9 Value of Mustang Options 133
CS9.1 Survey of Mustang Owners 133
CS9.2 Automatic Transmission Option 134
CS9.3 Anti lock Brake Option 135
CS9.4 Option Price Elasticities 135
CS9.5 Summary 136
CS9.6 References 139
Case Study 10 Simulated Survey of Choice between Auto
and Transit Bus Modes 141
CS10.1 Maximum Log Likelihood Solution 141
CS10.2 LOF Workaround Solution 144
CS10.3 Summary 147
CS 10.4 References 147
Case Study 11 Assessing Relative Brand Value 149
CS11.1 Survey Method 149
CS11.2 Outcomes 149
CS11.3 Summary 150
CS11.4 References 152
Case Study 12 Value and Cost Benchmarking a Yogurt Market 153
CS12.1 Value and Cost Benchmarking 153
CS12.2 Cost Estimation 154
CS12.3 Yogurt Case Study 155
CS 12.4 Summary 157
CS12.5 References 157
Appendix A Models of Demand Price, and Choice Probability 159
A.I The Linear Demand Model 159
A.2 The Logit Model 163
A.3 Connection to the Probit (Normal) Model 165
A.4 References 166
Appendix B Modeling Value using Automotive Examples 167
B.I Nature of Attributes 167
B.2 Empirical Model for Value Curves 168
B.3 Estimating Value Curves 169
B.4 Multiattribute Value 169
B.5 Values of Selective Automotive Attributes 170
B.5.1 Fuel Economy 171
B5.2 Front Leg Room 171
B.5.3 Interior Noise 173
B.5.4 Reliability 173
B5.5 Range 173
B5.6 Acceleration Performance 174
B.5.7 Shoulder Room 174
B5.8 Head Room 175
B.5.9 Seating Capacity 177
B5.10 Luggage Space 177
B5.ll Turning Radius 177
B.6 References 178
Appendix C Templates 179
C.I Overview 179
C.2 Templates for the Direct Value Stated Choice Survey 179
C.3 Templates for Multinomial Stated Choice Surveys 180
C.4 DV 3 Binary Template Example 181
C.4.1 Level 2 OLS Outcomes 182
C.4.2 LOF Outcomes 183
C.4.3 MLLE Outcomes 185
C.4.4 Outcomes Summary and Logit Plot 185
C.5 Additional Templates 186
C.5.1 Value Trend and Cournot Cost Templates 186
C.5.2 Value of Automotive CTV Template 188
Appendix D Stated Choice Analysis of a Classical Conjoint Survey 189
D.I Classical Conjoint Survey 189
D.2 Theory versus Experiment 192
D.3 References 195
Appendix E Analysis of a Presence/Absence Stated Choice Survey 197
E.I Simulated Survey 197
E.2 Analysis of Outcomes 199
E.3 References 203
Appendix F Using Orthogonal Arrays to Construct
Stated Choice Survey and other Experimental Designs 205
F.I Taguchi and Konishi Notation 205
F.2 Analysis of Simulated Multinomial Design 207
F.3 References 208
Index 209 |
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| dewey-sort | 3658.5038 |
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| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
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| id | DE-604.BV023009036 |
| illustrated | Illustrated |
| index_date | 2024-07-02T19:08:39Z |
| indexdate | 2024-07-09T21:08:52Z |
| institution | BVB |
| isbn | 9781846289644 1846289645 |
| language | English |
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| physical | XVII, 213 S. graph. Darst. 235 mm x 155 mm |
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| publisher | Springer |
| record_format | marc |
| spelling | Cook, Harry E. Verfasser aut Value driven product planning and systems engineering H. E. Cook and L. A. Wissmann London Springer 2007 XVII, 213 S. graph. Darst. 235 mm x 155 mm txt rdacontent n rdamedia nc rdacarrier New products Planning Value analysis (Cost control) Wertanalyse (DE-588)4065660-3 gnd rswk-swf Produktpolitik (DE-588)4134655-5 gnd rswk-swf Technischer Fortschritt (DE-588)4059252-2 gnd rswk-swf Produktpolitik (DE-588)4134655-5 s Technischer Fortschritt (DE-588)4059252-2 s Wertanalyse (DE-588)4065660-3 s DE-604 Wissmann, Luke A. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016213276&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Cook, Harry E. Wissmann, Luke A. Value driven product planning and systems engineering New products Planning Value analysis (Cost control) Wertanalyse (DE-588)4065660-3 gnd Produktpolitik (DE-588)4134655-5 gnd Technischer Fortschritt (DE-588)4059252-2 gnd |
| subject_GND | (DE-588)4065660-3 (DE-588)4134655-5 (DE-588)4059252-2 |
| title | Value driven product planning and systems engineering |
| title_auth | Value driven product planning and systems engineering |
| title_exact_search | Value driven product planning and systems engineering |
| title_exact_search_txtP | Value driven product planning and systems engineering |
| title_full | Value driven product planning and systems engineering H. E. Cook and L. A. Wissmann |
| title_fullStr | Value driven product planning and systems engineering H. E. Cook and L. A. Wissmann |
| title_full_unstemmed | Value driven product planning and systems engineering H. E. Cook and L. A. Wissmann |
| title_short | Value driven product planning and systems engineering |
| title_sort | value driven product planning and systems engineering |
| topic | New products Planning Value analysis (Cost control) Wertanalyse (DE-588)4065660-3 gnd Produktpolitik (DE-588)4134655-5 gnd Technischer Fortschritt (DE-588)4059252-2 gnd |
| topic_facet | New products Planning Value analysis (Cost control) Wertanalyse Produktpolitik Technischer Fortschritt |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016213276&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT cookharrye valuedrivenproductplanningandsystemsengineering AT wissmannlukea valuedrivenproductplanningandsystemsengineering |