Example Exam 2016
Question 1 (10 points):
(a) Define escalation of commitment and (b) describe three measures that new product
development (NPD) managers can take to avoid escalation of commitment among NPD team
members from occurring.
1a.
1b.
Question 2 (10 points):
(a) Identify four dimensions along which new product success can be measured and (b) discuss
how the dimension(s) along which new product performance can be measured are related to the
new product diffusion curve.
1a.
1b.
Question 3 (10 points):
Detail the difference between (i) an opportunity, (ii) a new product idea, and (iii) a new product
concept.
Question 4 (10 points):
(a) Identify and describe the key cultural challenge of applying the Stage-Gate® methodology
and (b) suggests two ways how this challenge is best dealt with.
4a.
4b.
Question 5 (10 points):
(a) Identify three types of portfolio management decision making processes and (b) discuss the
most important advantage and disadvantage of each of them.
5a.
5b.
Question 6 (10 points):
Explain the complementary nature of product management's role in new product development
, relative to the role of the R&D department.
Question 7 (10 points):
(a) Identify the four generic dimensions on which a gate deliverable is typically being evaluated
by the gate committee and (b) explain the importance of looking at the four dimensions in a
holistic manner.
7a.
7b.
Question 8 (10 points):
Describe and give an example of the phenomena of (i) trade-off effects and (ii) off-setting
effects in accelerated new product development.
Question 9 (10 points):
(a) Identify and define four strategic launch decisions and (b) explain why it is important, or
not, to anticipate retaliation from competitors in making these strategic decisions. Also (c)
discuss whether anticipating retaliation is more important in consumer or in industrial
markets.
9a.
9b.
9c.
Question 1 (10 points):
(a) Define escalation of commitment and (b) describe three measures that new product
development (NPD) managers can take to avoid escalation of commitment among NPD team
members from occurring.
1a.
1b.
Question 2 (10 points):
(a) Identify four dimensions along which new product success can be measured and (b) discuss
how the dimension(s) along which new product performance can be measured are related to the
new product diffusion curve.
1a.
1b.
Question 3 (10 points):
Detail the difference between (i) an opportunity, (ii) a new product idea, and (iii) a new product
concept.
Question 4 (10 points):
(a) Identify and describe the key cultural challenge of applying the Stage-Gate® methodology
and (b) suggests two ways how this challenge is best dealt with.
4a.
4b.
Question 5 (10 points):
(a) Identify three types of portfolio management decision making processes and (b) discuss the
most important advantage and disadvantage of each of them.
5a.
5b.
Question 6 (10 points):
Explain the complementary nature of product management's role in new product development
, relative to the role of the R&D department.
Question 7 (10 points):
(a) Identify the four generic dimensions on which a gate deliverable is typically being evaluated
by the gate committee and (b) explain the importance of looking at the four dimensions in a
holistic manner.
7a.
7b.
Question 8 (10 points):
Describe and give an example of the phenomena of (i) trade-off effects and (ii) off-setting
effects in accelerated new product development.
Question 9 (10 points):
(a) Identify and define four strategic launch decisions and (b) explain why it is important, or
not, to anticipate retaliation from competitors in making these strategic decisions. Also (c)
discuss whether anticipating retaliation is more important in consumer or in industrial
markets.
9a.
9b.
9c.
