2. Please have a writing utensil and a piece of paper. Please sit with your teams such that one person is in the front row, one person is directly behind that person in the second row, etc.

3. # 4 – Customer Needs Please escort me into the hall. Based on your customer’s needs, please write down a list of features. 05102030405060

4. # 3 - Drawing # 4, please pass the list of features to # 3. # 3, please create a drawing to illustrate the features. 05102030405060

5. # 2 - Prototype # 3, please pass the drawing to # 2; do not pass the features list. # 2, please create a prototype from the drawing. 05102030405060

6. # 1 – Sell to Customer # 2, please pass the original prototype to # 1. # 1, please create an advertisement to sell the product to me, your customer. 05102030405060

7. Customer Needs Paper fan Fringed on at least one edge Must have a handle

8. “Over-the-wall” Engineering

9. Concurrent Engineering

10. Please sit in a circle with your group. I want a green hat with fringed edges, but I do not want it to have a “pointy” end. Complete: –List of customer needs –Drawing –Prototype –Advertisement

11. Market Entry

12. Overview Concurrent versus “over-the- wall” Core Competence Dominant design Acceptability Adaptability

13. Concurrent vs. “Over-the-wall” Time Allocation of resources Customer needs Management Quality control

14. Core Competence Primary area of specialization Knowledge acquisition Collective learning Coordination of skills and technology Example – Radiator Company –Brazing of aluminum

15. Test for Core Competence Providing access to a wide variety of markets Adding to the benefits of the end product as viewed by the customer Discouraging imitation by competitors

16. Describe a car.

17. Dominant Design Standard model –Perception –Function –Cost

18. Acceptability Functional performance Acquisition cost Ease-of-use characteristics Operating cost Reliability Serviceability Compatibility

19. Adaptability Identifying target market –Demographics Geography Socioeconomic status Usage: need versus want Expanding demographic

20. Conclusion Concurrent versus “over-the- wall” Core Competence Dominant design Acceptability Adaptability

21. Questions