¿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:
- Controles de calidad
- Puntos de comprobación a ejecutar y resueltos. Preparación-Inspección, criterios a satisfacer, y criterios que podrían ser satisfechos.
- 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.
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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.
- 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.
- 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.
- Desarrollo. Un diseño detallado y un desarrollo del nuevo producto, junto con algún prototipo simple del mismo.
- Prueba y validación. Una prueba extensiva del producto en el mercado, el laboratorio y en la planta.
- 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.
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
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Compare Etapa-Puerta con: Olvidar, Tomar Prestado y Aprender | Gestión de Cartera | Marco de Evaluación DICE | Perfil de la Administración del Equipo | Indagación Apreciativa | Brainstorming (Tormenta de Ideas) | Seis Sombreros para Pensar | Ciclo de Vida del Producto
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