Modello di Stage-Gate | Processo di Stage-Gate (Cooper)

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Che cosa è il modello di Stage-Gate? Descrizione

Il metodo di Stage-Gate di Robert G. Cooper è un metodo che può essere usato per rendere più efficace il processo di sviluppo di un prodotto. È un modello per gestire il processo di un nuovo prodotto. Partendo dall'idea di lanciare un prodotto. In un certo numero di fasi predeterminate. Ogni fase consiste di un insieme di determinate attività multi funzionali e parallele, che devono essere completate con successo prima di ottenere l'approvazione della gestione per continuare alla fase seguente dello sviluppo del prodotto. L'entrata ad ogni fase è denominata: gate. Questi gate, che sono normalmente riunioni, controllano il processo e servono per:

  1. Il controllo di qualità
  2. I punti di controllo che decidono se si passa o ci si blocca. Controlli sulla prontezza, Criteri Obbligatori e Criteri Desiderabili.
  3. Indicatori per il piano d'azione della fase seguente.

Stage-Gate è un marchio registrato da Product Development Institute Inc.


Origine dellA metodologia di Stage-Gate. Storia

Il metodo è basato sulle esperienze, sui suggerimenti e sulle osservazioni di tantissimI manager e aziende in oltre 60 casi osservati da Robert Cooper. Il termine “Stage-Gate„ è comparso per la prima volta in un articolo di Cooper in The Journal of Marketing Management, 3, 3, Primavera 1988. Una versione ancora più primordiale può essere trovata nel libro di Cooper: “Winning at New Products„, 1986.


Uso di Stage-Gate. Applicazioni

  • Sviluppo di un Prodotto, Innovazione.
  • Componente della Gestione di un Portafoglio.

Fasi del modello di Stage-Gate. Processo

Il processo di Stage-Gate è preceduto da una fase di Scoperta, che è stata aggiunta in una versione successiva del modello originale che aveva soltanto 5 fasi. Contiene delle pre-funzioni destinate a scoprire opportunità e generare nuove idee.

  1. Fissare l'obiettivo. Un'indagine rapida preliminare su ogni progetto. Fornisce informazioni a buon prezzo tramite la desk research per restringere il numero dei progetti.
  2. Sviluppare il Business Case. Una ricerca molto più dettagliata tramite il marketing primario e la ricerca tecnica. Il business case deve includere una definizione del prodotto, una giustificazione del prodotto e un piano del progetto.
  3. Sviluppo. Un design e uno sviluppo dettagliati del nuovo prodotto, insieme ad dei semplici test del prodotto. Sviluppare anche un piano di produzione e un piano di lancio sul mercato.
  4. Prova e Convalida. Svariati test sul prodotto nel mercato, in laboratorio e nello stabilimento.
  5. Lancio. Inizio della produzione a pieno ritmo, del marketing e della vendita. Introduzione sul mercato, produzione / operazioni, distribuzione, garanzia di qualità. Revisioni Post Lancio.

In realtà, è necessario scendere nei particolari delle attività secondarie per fornire istruzioni operative dettagliate per il team d'innovazione.


Modello di Stage-Gate del Robert G. Cooper

Punti di Forza della metodologia di Stage-Gate. Benefici

  • Un'innovazione ben organizzata può essere una fonte di vantaggio competitivo.
  • Sviluppo del prodotto accelerato. Necessario a causa della riduzione dei cicli di vita del prodotto.
  • Più chance di successo dei nuovi prodotti. Blocca subito i progetti scarsi e contribuisce a riorientarli.
  • Il modello suddivide il complesso processo innovativo delle grandi società in un certo numero di piccole parti.
  • Fornisce una panoramica, che permette la prioritizzazione ed il focus.
  • Orientamento al mercato integrato.
  • Cross-funzionale. Richiede input e partecipazione di impiegati provenienti da varie funzioni dell'organizzazione. Nessuna separazione tra la fase di R & S e la fase di Marketing. Ma vedere sopra, quando si parla della Scoperta.
  • Può essere abbinato a varie misurazioni di performance, quali Valore Attuale Netto, ecc.

Limitazioni di Stage-Gate. Svantaggi

  • Anche se all'interno di una fase le attività possono essere condotte parallelamente, il metodo di Stage-Gate è fondamentalmente sequenziale (a cascata). Alcuni esperti dell'innovazione credono che lo sviluppo di un prodotto dovrebbe realmente essere organizzato parallelamente, usando i loop.
  • La struttura originale di Stage-Gate non ha trattava il processo di Scoperta e le attività per creare nuove idee.
  • Esistono tensioni fra l'organizzazione e la creatività. Entrambe sono molto importanti per l'innovazione.

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


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