Key success factors of the early new product development phase, the fuzzy front end of innovation

Abstract

This Master Thesis aims at finding a comprehensive definition and understanding of the initial phase(s) of the new product development process, the so called Fuzzy Front End. Known process models are reviewed and a common understanding of the success factors is derived. Using a generic, theory-based approach the thesis analyses the core success factors of the Fuzzy Front End as they can be found in literature. Building a practical link, the product creation process of a semiconductor company is described and focus is put onto the relevant elements of the Fuzzy Front End phase. Particularly established process practice in the Front End of one business unit in the market area automotive and identification is analyzed in detail and compared to the literature findings. Regarding the big potential for improvement in the Front-End the success factors identified are discussed in the categories Organizational Culture, Alignment to Company Strategy, Market Orientation, Explicitness of Product/Project Definition, and Key Roles. Strength and weaknesses in these areas are worked out and proposals for possible improvements are given.