Cooper스테이지 게이트모델 (Stage-gate)

지식 센터

   

제품개발 관리. Robert G. Cooper의 스테이지 게이트모델 모델의 설명. ('88)

목차

  1. 요약
  2. 포럼
  3. 모범 사례
  4. Expert Tips
  5. 자료
  6. 인쇄

스테이지 게이트모델이란 무엇인가? 기술

Rober G. Cooper의 스테이지 게이트모델은 제품개발 프로세스를 좀 더 효과적으로 하는데 사용할 수 있는 접근방법이다. 스테이지 게이트모델은 신제품 개발을 관리하기 위한 아이디어에서부터 제품 런칭까지 사전에 정의된 여러 단계로 하나의 청사진이다. 각각의 단계는 다음 단계의 제품개발로 진행하기 위한 경영진의 승인을 획득하기에 앞서 성공적으로 수행해야만 하는 특정한 부서간 활동과 병행 활동으로 구성되어 잇다. 각 단계의 진입은 불린다: 게이트(gate)이라고 불린다. 보통 미팅을 의미하는 이러한 게이트들은 프로세스를 통제하고 다음과 같은 기능을 한다 :

  1. 품질 관리
  2. 확인사항 점검. 준비-확인, 반드시 충족시켜야 하는 기준.
  3. 다음 단계의 실행계획을 위한 표시.

스테이지 게이트모델 Product Development Institute社의 등록 상표이다


스테이지 게이트 방법론의 유래. 역사

스테이지 게이트 모델은 Rober Cooper의 60여회가 넘는 많은 매니저와 기업들의 경험, 제안 그리고 관찰에 기초한다. 스테이지 게이트라는 용어는 The Journal of Marketing Management誌 1988년 봄호에 실린 논문에서 처음 소개되었다. 그 용어의 초기 버전은 Cooper의 책에서 볼 수 있다 : "Winning at New Products"(1986),


스테이지 게이트모델의 활용. 응용

  • 제품 개발, 혁신.
  • 포트폴리오 관리의 요소.

스테이지 게이트모델의 단계. 프로세스

스테이지 게이트 프로세스는 발전단계(Discovery)로부터 시작된다. 발견단계는 원래 5단계인 모델에서 후에 추가된 것이다. 그것은 기회를 발견하고 새로운 아이디어를 생성하기 위하여 디자인된 사전 작업을 포함한다.

  1. 범위 지정(Scoping). 각 프로젝트에 대한 신속하고 예비적인 조사. 프로젝트의 수를 좁히게 해주는 내부조사(desk research)을 통해 저렴한 정보 제공.
  2. 비즈니스 사례구축(Build the Business Case). 주요한 마케팅 및 기술적 조사를 통한 좀 더 세부적인 조사. 비즈니스 사례에는 제품 정의, 제품 필요성 및 프로젝트 계획이 포함되어야 한다.
  3. 개발(Development). 일부 간단한 제품 테스트와 함께 신제품의 세부 설계 및 개발. 생산계획 및 시장출시 계획 수립.
  4. 시험 및 검증(Testing and Validation). 시장, 실험실, 공장에서의 광범위한 제품 테스트.
  5. 출시(Launch). 전면적인 생산, 마케팅, 판매의 시작. 시장 출시, 생산/운영, 유통, 품질보증. 런칭 후 평가 실행.

실제로 혁신팀에게 세부적이고 운영적인 지침을 제공하기 위한 하위활동들을 전개하는데 필요하다.


로버트 G. Cooper 스테이지 게이트모델 [Stage-gate] 모형

스테이지 게이트 방법론의 강점. 이점

  • 잘 조직된 혁신은 경쟁우위의 원천이 될 수 있다.
  • 제품 개발의 가속. 제품의 라이프 사이클 단축에 필요.
  • 신제품의 성공가능성 증대. 부실한 프로젝트를 초기에 예방하고 새로운 방향설정에 도움.
  • 모델은 대기업에서 복잡한 혁신프로세스를 여러 작은 단위로 나누어준다.
  • 우선순위를 매기고 집중할 수 있게 해주는 전체적인 그림을 제공.
  • 통합적 시장지향.
  • 부서간. 조직내 다양한 부서의 직원들의 참여와 투입 관련. 연구개발과 마케팅 단계의 분리 방지. 발견단계 위 참조.
  • Net Present Value [순현재가치] 등등과 같은 각종 성과 측정 규정과 결합될 수 있다.

스테이지 게이트모델의 한계. 단점

  • 비록 하나의 단계내의 활동이 병행하여 수행될 수 있다하더라도 스테이지 게이트 접근방식은 기본적으로 순차적이다(폭포수 모델,waterfall) 일부 혁신전문가들은 제품개발은 순환고리(loops)를 사용하여 병행적으로 조직되어야 한다고 믿고 있다.
  • 원래 스테이지 게이트 모델은 새로운 아이디어를 창출하는 발견 프로세스와 활동들을 다루지 않았다.
  • 조직화하는 것과 창의성 사이의 긴장이 존재한다. 둘 다 혁신을 위해서는 매우 중요하다.

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


스테이지 게이트모델 포럼
  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?...
     
 

스테이지 게이트모델 시그(SIG)


시그(SIG)

스테이지 게이트모델 교육 및 이벤트


교육, 세미나 및 이벤트 찾기


모범 사례 - 스테이지 게이트모델 프리미엄
  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 프리미엄
 

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 Pentagons 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
 
 

자료 - 스테이지 게이트모델 프리미엄
 

뉴스

스테이지 게이트모델 Cooper
     
 

뉴스

스테이지 게이트모델
     
 

영화

스테이지 게이트모델 Cooper
     
 

영화

스테이지 게이트모델
     
 

프리젠 테이션

스테이지 게이트모델 Cooper
     
 

프리젠 테이션

스테이지 게이트모델
     
 

스테이지 게이트모델 Cooper
     
 

스테이지 게이트모델
     

스테이지 게이트모델 관련개념 :  Forget Borrow Learn 모형  |  포트폴리오 관리  |  DICE 모델  |  Team Management Profile [팀관리 프로파일]  |  Appreciative Inquiry [감상적 조사법]  |  브레인스토밍  |  Six Thinking Hats [6색깔 모자 기법]  |  PLC(제품 수명주기)


다른 페이지로 이동: Change & Organization [변화와 조직]  |  의사결정과 가치평가  |  마케팅  |  전략


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