J. Michael Munson

Improving the new product development process: A fractal paradigm for high-technology products

Abstract Those professionals who are charged with improving the new product development (NPD) process may well feel as though they have been asked to bring order out of chaos. For every level in the organization, and for every step in the NPD process, they must contend with myriad, often interdependent choices—of products and processes; of tools and technologies; of proven best practices and hypothesized solutions. In turn, each choice may cascade into several additional decisions. With so many issues to address and so many variables to consider, practioners and researchers alike need a clear, but complete, framework for exploring, understanding, and improving the NPD process. To help bring some order to the study and the practice of NPD management, W. Austin Spivey, J. Michael Munson, and John H. Wolcott introduce a new metaphor, or paradigm, for product development: a fractal paradigm. Like some fractal images, their framework for understanding the essence of NPD rests on the concept of self-similarity. In other words, the picture their framework provides for understanding and managing the NPD process consists of the same set of concerns, regardless of the level at which the process is viewed. They developed this fractal paradigm during an empirical study of technology transition in a highly successful federal laboratory organization. Whether the focus is on the organization, the division, the team, or the individual, the essence of the NPD process as viewed through their framework comes down to two sets of factors: management factors and resource factors. In turn, each of these factors cascades into several interrelated sets of concerns. For example, the management factors comprise concerns about leadership and the management system. The resource factors include concerns about information, infrastructure, time, and money. Regardless of the level of detail at which the framework is viewed, improving the NPD process requires attention to all of these factors, by all levels within the organization. For example, visionary leadership on the part of senior management will have little effect if middle management and line supervisors fail to provide the necessary leadership for their respective groups of subordinates. Notwithstanding the complexity of the NPD process, the fractal paradigm focuses attention on those few key factors that must be managed continually, throughout all levels of the organization, to ensure successful commercialization of new products.

Improving the effectiveness of persuasive communications: Matching message with functional profile

Abstract The functional approach to improving communication strategy has received little attention. This research attempts to partially correct this oversight by experimentally verifying the major functional hypothesis: matching message with functional profile brings about attitude change. Working adults were integrated into an experiment which was a before-after with control. The major functional hypothesis was confirmed at the 0.10 level. An associated hypothesis regarding the relative ease of changing value- expressive attitudes compared to utilitarian attitudes was confirmed at the 0.10 level. The results show the importance of matching message with functional profile and highlight the potential inherent in the functional approach.

The Factorial and Predictive Validities of a Revised Measure of Zaichkowsky's Personal Involvement Inventory

A shortened version of Zaichkowskys (1985) 20-item Personal Involvement Inventory (Pll) was tested. Termed the Modified Personal Involvement Inventory (MPII), the new 16-item measure is an attempt to purge the PII of items potentially difficult to understand by non-college educated populations. The study investigates the psychometric properties of the MPII, as well as the extent to which the original factors of the Pll are stable with respect to population composition and stimulus objects rated on involvement. Findings from 136 undergraduate and graduate business students showed the revision to be successful. Two factors emerged using varimax rotation. The MPII is on a par with the Pll in its internal consistency reliability, test-retest reliability, and factorial and predictive validity. Tests of predictive validity demonstrated that scores on the MPII were positively related to three consequences of involvement.

The Factorial Validity of a Modified Rokeach Value Survey for Four Diverse Samples

This study was concerned with the underlying dimensionality of the Rokeach Value Survey (RVS) when an interval scaling ap proach rather than the customary rank ordering method was used for measurement purposes. Factor structures derived from samples of students, parents, businessmen, and members of a general popu lation clearly indicated the existence of two distinct value categories. Their underlying dimensionality was investigated. Findings also suggested that the RVS may be used to differentiate among these four groups.

Gender Differences in Managerial Values

Possible gender differences in the personal values of business students (100 men, 49 women) and corporate recruiters (72 men, 30 women) were investigated using Englands (1967) Personal Values Questionnaire. Multivariate analysis of variance indicated significant gender differences for the value items associated with business goals, groups of people, general topics, and personal characteristics. It is suggested that many of these differences may be associated with occupational position. Managerial implications, as well as areas for future research, are discussed.

Understanding the environs that impact technology transfer and transition

Since the mythical time of King Arthur, technology transfer has interested governments. Arthurian history revels in the exploits of the knights as they search for the Holy Grail. Always, it seems, finding it must mean the end to poverty, hunger, illness-all the sufferings of the kingdom. In early renditions of the legend, the Grail was a set of magical talismans to be stolen from the Celtic otherworld. With the coming of Christianity, the Grail evolved into a eucharistic vessel.This paper focuses on the differences between technology transfer and technology transition while simultaneously emphasizing the impact of laboratory mission on the perceived importance of each task. The conceptual model presented highlights the difficulties inherent in changing the culture at federal laboratories.

Relation between Social Class and Three Aspects of Self-Concept: Actual, Ideal, and Egocentric Self

Summary The relationship between social class and self-concept was examined with an in-home survey of 203 women, aged 18–65, from upper, middle, and lower social classes. Each woman responded to questions about actual self, ideal self, egocentric self (the difference between actual and ideal self), and image-attribute importance (the weight associated with each component of self-concept). Hypotheses that self-concept varied across social class were tested with multivariate profile analysis. The results show that social class was related to differences in both actual and ideal self, but unrelated to self-perception of egocentric self.

Take a portfolio view of CRADAs

OVERVIEW: Cooperative Research and Development Agreements (CRADAs) continue to be an important means of transferring technology. By incorporating the perspective of portfolio management, technology managers can use CRADAs to add value to their new product development process at any stage. Analysis of 124 alliances from a U.S. government facility known as a center of excellence for its R&D highlights the advantages of managing CRADAs by using a two-dimensional taxonomy: including both the type of agreement (constellation, exchange, process), and the stage in the technology life cycle (pre-versus post-dominant design). The portfolio should reflect the enterprises strategic approach for achieving sustainable competitive advantage and creating customer value. Successful enterprises will remain mindful of the emergence of a dominant design and think broadly about portfolio structure. Long-term success will result from continual innovation that adds value to the network of relationships among competitors, vendors and customers.

Interest in technology transfer across academic disciplines: Publication trends, 1981 Thru 1989

Interest in technology transfer across academic disciplines highlights this paper. We reviewed an abstracting service via computer for the years 1981 thru 1989, concentrating on publication titles that included any of four key terms: diffusion of innovation; intrapreneurshipl internal corporate venturing; and technology transfer. This computerized search located 828 pages in science and engineering and 1765 pages in the social sciences. In science and engineering, about 44% of the pages relate to specific cases of technology transfer, and about 27% have an international focus. The opposite is true in the social sciences: cases comprise about 25% of the pages, while 55% have an international focus. Economics, with 470 pages, dominates the writings within the social sciences, as well as elsewhere. In science and engineering, three areas published the most: electrical engineering (147 pages), agriculture (127), and multidisciplinary science (126). The findings suggest that researchers interested in technology transfer would benefit by adopting a multidisciplinary perspective.

Comparing Value Systems of College Students, Faculty, and Corporate Recruiters:

This study compares the value systems of 148 senior business students, 31 business faculty, and 102 corporate recruiters using Englands (1967) Personal Values Questionnaire. Multivariate tests show significant differences among the three groups. Implications for career counseling and the design of effective recruitment and motivation systems are offered.