From Chapter 8 and the chart on p. 199, discuss the flow of new product concepts through screening and protocol in your own words. What are the purposes of the "Full Screen" (a rigorous part of concept evaluation), and how does it involve the use of a scoring model during new product development? What are some applications or uses of the Industrial Research Institute Scoring Model (p. 206) in your own company or industry?

FIGURE 8.1 Flow of New Product Concepts through Screening and Protocol Technical success factors: - Proprietary Position: developing a strong, defendable patent in the technology to be researched. - Competencies/Skills: Available technical resources have the competencies to undertake the research project. - Technical Complexity: The impact of technical complexity on product success. - Access to and Effective Use of External Technology: The availability of external technology and the firm's ability to use it successfully. - Manufocturing Capability: Relates to whether the firm has internal or external capabilities to manufacture the product or incorporate the process into its operations. Commercial success factors: - Customer/Market Need: Is there a ready market for the product or the process, resulting from the project? - Market/Brand Recognition: The likelihood that the product will be accepted in the marketplace, due to company strengths and/or image. - Channels to Market: The ease with which the product will be introduced and distributed. - Customer Strength: The probability that the product will succeed or fail based upon the strength of the customer in the business area of interest. - Raw Materials/Components Supply: The effect of the availability of key components and materials. - Safety, Health, and Environmental Risks: The probability that any of these effects will hinder project success. Source: John Davis, Alan Fusfi eld, Eric Scriven, and Gary Tritle, "Determining a Project's Probability of Success," Reseirch-Technolocy Management, May-June 2001, pp. 51-57