Método Etapa-Puerta | Proceso Etapa-Puerta | Modelo Etapa-Puerta (Cooper)

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Gestionando el desarrollo de productos. Descripción del modelo de Stage-Gate (Etapa-Puerta) de Robert G. Cooper. ('88)

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  1. Resumen
  2. Foro
  3. Mejores Prácticas
  4. Expert Tips
  5. Recursos
  6. Imprima

¿Qué es el modelo Etapa-Puerta? Explicación

El método Etapa-Puerta de Robert G. Cooper es un acercamiento que se puede utilizar para hacer el proceso del desarrollo de producto más eficaz. Es un modelo para manejar el proceso de nuevos productos. Desde una idea hasta el lanzamiento de un producto. En un número de pasos o etapas predeterminados. Cada etapa consiste en un grupo de ciertas actividades transfuncionales y paralelas que se deben terminar con éxito antes de obtener la aprobación de la gerencia para proceder a la siguiente etapa de desarrollo del producto. La entrada a cada etapa se llama: Puerta. Estas puertas, que son normalmente reuniones, controlan el proceso y el servicio a través de:

  1. Controles de calidad
  2. Puntos de comprobación a ejecutar y resueltos. Preparación-Inspección, criterios a satisfacer, y criterios que podrían ser satisfechos.
  3. Marcadores para el plan de acción de la próxima fase.

El Etapa-Puerta es una marca registrada del Product Development Institute Inc.


Origen de la metodología Etapa-Puerta. Historia

El método se basa en las experiencias, las sugerencias y las observaciones de una gran cantidad de gerentes y de firmas en cerca de 60 casos observados por Robert Cooper. El término “Etapa-Puerta” primero apareció en un artículo de Cooper en The Journal of Marketing Management 3, 3, primavera de 1988. Una versión anterior uniforme se puede encontrar en el libro de Cooper: “Ganando en los productos nuevos”, 1986.


Uso del Etapa-Puerta. Aplicaciones

  • Desarrollo de productos, innovación.
  • Componente de la Gestión de Cartera.

Pasos (etapas) en el modelo Etapa-Puerta. Proceso

El proceso Etapa-Puerta es precedido por una etapa de descubrimiento, que fue agregada en una versión más reciente del modelo original que tenía solamente 5 fases. Contiene trabajo previo diseñado para descubrir oportunidades y generar nuevas ideas.

  1. Prospección. Una investigación rápida, preliminar de cada proyecto. Proporciona información de primera mano para la investigación de escritorio para permitir acortar el número de proyectos.
  2. Construir el caso de negocio. Una investigación mucho más detallada por parte de la comercialización primaria y la investigación técnica. El caso del negocio debe incluir una definición de producto, una justificación del producto y un plan del proyecto.
  3. Desarrollo. Un diseño detallado y un desarrollo del nuevo producto, junto con algún prototipo simple del mismo.
  4. Prueba y validación. Una prueba extensiva del producto en el mercado, el laboratorio y en la planta.
  5. Lanzamiento. Inicio de la producción, de la comercialización y de la venta. Lanzamiento al mercado, producción / operaciones, distribución, aseguramiento de la calidad. Se realizan revisiones post lanzamiento.

En realidad, es necesario perforar profundamente dentro de las sub-actividades para proporcionar instrucciones detalladas y operacionales para el equipo de innovación.


Modelo del Etapa-Puerta de Roberto G. Cooper

Fortalezas de la metodología Etapa-Puerta. Beneficios

  • Bien organizado la innovación puede ser una fuente de Ventaja Competitiva.
  • Desarrollo acelerado de productos. Necesario debido al acortamiento de los ciclos de vida del producto.
  • Incrementa las oportunidades éxitosas de nuevos productos. Prevención temprana de proyectos pobres y ayuda a redireccionarlos.
  • El modelo analiza el proceso complejo de la innovación en las corporaciones grandes en un número de pedazos más pequeños.
  • Proporciona una visión descriptiva, que permite la priorización y el enfoque.
  • Esta orientada hacia el mercado de una forma integrada.
  • Es transfuncional. Implica los aportes y la participación de empleados de varios procesos en la organización. Ningún I&D o etapa de la comercialización queda sin considerarse. Vea encima el recuadro de Descubrimiento.
  • Puede ser combinada con varias medidas de desempeño, tales como el Valor Actual Neto, etc.

Limitaciones del Etapa-Puerta. Desventajas

  • Aunque dentro de una etapa las actividades se pueden conducir en paralelo, el acercamiento del Etapa-Puerta es básicamente secuencial (en cascada). Algunos expertos de la innovación creen que el desarrollo de producto se debe organizar realmente en paralelo, usando circuitos.
  • El marco original del Etapa-Puerta no se ocupó del proceso de descubrimiento y de las actividades para crear nuevas ideas.
  • Existe tensión entre la organización y la creatividad. Ambas son muy importantes dentro de la innovación.

Libro: Robert G. Cooper - Product Leadership - Pathways to Profitable Innovation -


Foro de Modelo Etapa-Puerta
  Indicadores de Stage Gate
Conoce alguien sobre los indicadores que usan en stage gate....
     
 
  Stage Gate Revisited
Whereas most Stage Gate models have a qualitative, non-financial orientation, Strat/Assess is a funnel innovation model, that can be used as a version of and in combination with the Robert G. Cooper Stage-Gate Model. Also it aligns as a more c...
     
 
  Stage Gate Models Need to Be Quantified and Be Made Measurable
Stage gate model results are too qualitative: what gets measured, gets done!
Strat/Assess can be used as a version of and in combination with the Robert G.Cooper Stage-Gate Model and aligns with the Bell-Mason Diagnostic for:
1. New busines...
     
 
  Iteration in Stage-Gate Model (Dr Cooper)
This model is good for new product development but its execution appears to be sequential in nature.
(How) is the idea of iteration incorporated in the model?...
     
 
  Stage-Gates are Not Limitative
The stage gate model is a widely used model, not only for product innovation but also for all projects. It is part of the Prince2 project management method.
Note that the the phases and number of gates are...
     
 
  Stage-Gate Process for Quality
Has anyone applied the stage-gate process in an actual new product development for the specific purpose of improving product quality and customer satisfaction? What were the results?...
     
 
  My Views on Innovation in Countries
1. The political leadership has the major say to promote innovation since it controls the environment, and environment is the first thing which gives scope for development of innovation.
2. Depending on the political leadership the drive for inn...
     
 
  A Good Time to Innovate
I am not surprised that innovation has become a dominant buzzword in the world of business today. The time to try out new ideas and new and simplified ways of doing things cheaper, faster and better is now. Now that we are faced with world eco...
     
 
  Students' Lack of Innovation
Many students simply study study study.
Many students coming out of school have simply done what the instructor told them to do; none of them are given a chance to show any initiative; many of them cannot do anything without specific instruction...
     
 
  Innovation in Emerging Economies
How do we create an enabling environment for innovation, creativity and entrepreneurship in emerging economies?...
     
 
  Innovation versus Improvisation
What separates innovation from improvisation?...
     
 
  Estabish a Distributed Innovation Group
In an article entitled "Teaming Up to Crack Innovation and Enterprise Integration, James Cash, Michael Earl and Robert Morison suggest to establish a Distributed Innovation Group (DIG) to deal with the problems of harvesting innovations, alloc...
     
 
  Ten Commandments for Intrapreneurs
Besides a staged innovation process, intrapreneurs are also important in successful innovation. Norman Macrae used the term intrapreneur for the first time (in a survey called “The coming entrepreneurial revolution” in the Economist, December 25, 197...
     
 
  Agenda for Stage-Gate Meeting?
What is the draft process for a Stage-Gate meeting?...
     
 

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Mejores Prácticas - Modelo Etapa-Puerta Premium
  Involving End Users in the Innovation Process
Is it reasonable to involve end users in the innovation process within the company (during product development) at all the stages of the Stage-Gate model?...
     
 
  Innovation Leadership
The main challenge to improve innovation is how to develop leaders which stimulate and sustain innovation instead of just looking at the bottom line figures.
An innovative culture is the consequence of the behaviour and decisions of the l...
     
 
  Tip: 10 Red Flags for Innovation
Interesting statement for discussion in Business Week:
"There's no surefire way to guarantee success in innovation".
Stefan Lindegaard offers 10 helpful suggestions or common pitfalls to avoid." Very recognizable I think:
...
     
 

Expert Tips (ENG) - Stage-Gate Premium
 

Success Factors for Stage-Gate Implementation

In his article “Implementing a Stage-Gate Process: A Multi-Company Perspective”, O’ Connor analyzed several cases in which the Stage-Gate proce...
Usage (application): Imlementing Stage-Gate Processes
 
 
 

How to Find Good Product Ideas? List of 10 Approaches

In his book “Product Leadership: Creating and Launching Superior New Products”, Robert Cooper suggests following ten ways to great new-product ...
Usage (application): Discovering New-Product Ideas, Creative Approaches
 
 
 

Stage-Gate Implementation CSFs

So far Stage-Gate method has been widely recognized as the best New Product Development Process, although there can be significant difference among co...
Usage (application): Implementing the Stage-Gate Process
 
 
 

Innovation Pitfalls

Note that Stage Gate is focused mainly on the innovation PROCESS. Harvard Professor R. Moss Kanter describes 4 common innovation mistakes and correspo...
Usage (application): Avoiding Innovation Traps
 
 
 

Advantages and Disadvantages of Stages and Gates

Advantages:
+ Stage - Gate processes have been highly appreciated as they tend to confine investment in the next stage until management is...
Usage (application): Innovation Management, Stage-Gate Implementation
 
 
 

Benefits of Outsourcing Innovation

Michael A. Stanko, Jonathan D. Bohlmann and Roger J. Calantone (“Outsourcing Innovation”, Executive Adviser, November 2009) argue that outsourcing inn...
Usage (application): Improving Innovation Performance
 
 
 

Setting up a Stage-Gate Organization. Best Practices

To obtain successful outcomes from Stage-Gate it is essential to define roles and responsibilities of all people involved. It is necessary to s...
Usage (application): Stage-Gate Roles and Responsibilities
 
 
 

Key Challenges of Internet Age for Management and for Product and Service Development

The Internet age represents a huge challenge for most businesses. Why?
  1. Because the Internet, wireless devices such as mobile phones in co...
    Usage (application): R&D, Product Development, Service Development, Strategy, Marketing, Innovation, Visioning
 
 
 

Recent Innovation Trends | New Innovation Types

Roland Bel (2012) outlines and explains four types of innovations that have become more and more important since the last decade. These recent inno...
Usage (application): Open innovation, User Innovation, Value Innovation, Bottom-up Innovation
 
 
 

Innovating Bottom-up or Top-down

Check out 2 recent articles by professor Deschamps on ...
Usage (application): Corporate Innovation Approaches
 
 
 

How to Detect Consumer Needs that are Unmet?

In their article New Business Models in Emerging Markets" (Harvard Business Review, January-February 2011), Matthew J. Eyring, Mark W. Johnson, and Ha...
Usage (application): Product Innovation, New Product Development, Innovation Strategy
 
 
 

Cooper's Innovation Diamond (tm)

Also look at Cooper's Innovation Diamond (2005) with (besides the Stage-Gate System) three more factors leading to succesful product innovation:
...
Usage (application): More Factors Leading to Succesful Product Innovation
 
 
 

Another Product Launch Method: 4 I's

I use a Process of 4 I's when coaching planning processes. The process is similar to S/G above but the 4-I's are easier to remember:
INTE...
Usage (application): Stage-Gate Alternatives
 
 
 

When Should a Firm Consider to Outsource Innovation?

According to Michael A. Stanko, Jonathan D. Bohlmann and Roger J. Calantone in the article “Outsourcing Innovation” (Executive Adviser, November 2009)...
Usage (application): Outsourcing Best Practices, Innovation
 
 
 

Innovating Under the Radar

If somewhere below in a large corporation an innovator has a very bright, daring, promising but for some perhaps also threatening idea, the traditiona...
Usage (application): Avoiding 5 Obstacles to Major Innovation
 
 
 

Alternatives to Stage-Gate Approach

An alternative product development technique called "The Bounding Box" has been recently pionereed by Phd Laura Doyle. This is a management ...
Usage (application): Innvation Management
 
 
 

Pitfalls and Obstacles in Product Development Strategy

Although product development can be an important growth strategy, it is necessary to keep in mind that several factors tend to hinder this strategy: Usage (application): Product Development, Product Portfolio Management
 
 
 

Control and Measurement Method

To deeply understand performance and effects of Stage-Gate as NPD Process on an organization, an effective measurement and control system should be se...
Usage (application): Tracking Stage-Gate Performance
 
 
 

The Mandate of NPD and the Degree of Change that is Required

When using the Stage-Gate process, a strategic implementation plan is advisable to avoid stakeholders’ disappointment regarding the New Product Develo...
Usage (application): New Product Development, NPD Process Improvement
 
 
 

Alternate Product Launch Method

Steelcase CEO James P. Hackett describes the following product launch stages:
- THINK (Ponder, Query, Read and research, Network, Document),
...
Usage (application): Stage-Gate Alternatives
 
 
 

How Culture Levels Explain Failures in Organizational Learning and Innovation

Schein (as cited by Bertagni et al., 2010) tries to elaborate on the question why organizational innovations often fail or are only successful in the ...
Usage (application): Improving Organizational Learning, Organizational Innovation, Changing Organization Cultures
 
 
 

How to Lead an Innovation Team

In order to become a great innovation team leader, Ram Charan suggests in the article "P&G's Innovation Culture" (strategy+business, Autumn 2008, Issu...
Usage (application): Best Practices, Innovation Team Management
 
 
 

Characteristics of Organizations with an IT-driven Business Transformation Strategy

Today organizations need to move quickly through a wide range of business transformations, often caused by new and complex technologies. These technol...
Usage (application): IT-driven Strategy, IT-led Strategy, Competitive Potential, Innovation Accelerators, Disruptive Innovation
 
 
 

Creating Organizations to Produce Breakthrough Innovations

Since 50 years, the Pentagon’s Defense Advanced Research Projects Agency (DARPA) has been very successful in producing an incredible amount of breakth...
Usage (application): Best Practices, Critical Factors, Creating an Organization to lead Radical Innovation
 
 
 

How to Design Experiments to Support Decision-making on Strategic Innovations

The probability of success of a major innovation is difficult to assess. Statistics and other datasets only provide information about past beha...
Usage (application): Strategic Innovation, Strategic Decision-making, Strategic Experimenting, Experiments, Strategic Testing, Innovation Tes
 
 
 

The Role of Diversity in Personal Traits on Innovation and Innovativeness

New research by Hewlett, Marshall and Sherbin proves that diversity (of personal and team traits) drives innovation and fuels market growth, although ...
Usage (application): Innovation, Increasing Organizational Innovativeness
 
 
 

Three Critical Capabilities in Developing a Strategic Corporate Disruptive Innovation Competence

Skarzynski and Rufat-Latre (2011) discovered that the successes of disruptive innovators are driven by 3 critical capabilities, which are important le...
Usage (application): (Disruptive) Innovation Competence, Strategic Innovation Capability, Corporate Strategy, Innovation Leadership
 
 
 

A Closer Look at How Change and Innovation Decisions are Made

Kim, T (2015) elaborates on decision making on "non-routines" or innovations. According to him, non-routines can be seen as innovation in the sense th...
Usage (application): Decision-making on Organizational Change, Innovation Decision-making, Contingent, Participative Decision-making
 
 
 

What Makes a Company Innovative?

A Futurethink Innovation Tracker Survey (2006) mentions:
- Ability to create a climate that continuously fosters innovation
- Creative thi...
Usage (application): Innovation Best Practices, R&D Best Practices, Corporate Innovation
 
 

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