Creating the Project Value Proposition

Stefano Biazzo and Roberto Filippini
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Stefano Biazzo: University of Padua
Roberto Filippini: University of Padua

Chapter 7 in Product Innovation Management, 2021, pp 107-130 from Springer

Abstract: Abstract The definition of a project value proposition (PVP) is a crucial and strategic phase in the development process. As we have highlighted in the previous chapter, the PVP phase consists of a broad set of multi-functional activities: the development of a product concept definition and the establishment of the product architecture; the assessment of manufacturability, quality testing and trade compliance issues; the exploration of supply-chain choices and the first definition of sales and marketing plans, along with the economic analysis of the project. PVP includes activities and deliverables of Stage 1 and Stage 2 and pinpoints the value to be offered to customers and users. This chapter will focus on the following three key activities essential to define PVP: product concept: definition, selection and test; product architecture: definition and carryover strategy (i.e. system-level design); project economic analysis (base case). In the description of these activities, we will assume that the product development process starts with a broadly defined product idea, leaving the project team considerable scope for exploration in the concept development phase.

Date: 2021
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DOI: 10.1007/978-3-030-75011-4_7

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