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Amita Project Case

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Euchner’s main concern is whether Stamp Expression was the right product to promote to market. Based on analysis below, it is found that Amita project has several pitfalls which led to the slow initial sales and possible failure in growing this product. It would be better if Pitney Bowes uses acquisition to grow the small business segment.

Analysis
Innovation Process and personnel
One major issue that Pitney Bowes had is the total separation between their two essential roles, product engineering and future-scanning, in innovation process. For Amita’s innovation process, all concept development and commercial feasibility are being done in AC&T without engaging product engineering team. If product engineering team has been involved …show more content…

Project team personnel
It is very important that staffs from different backgrounds are engaged in formulating innovative products. In general, the innovation project team should involve the below personnel: • Sales team – they understand the industry and customer needs. They know the company target segments and whether this product aligns with company value propositions. • Engineering and technology team – similar to AC&T, they are responsible for creative thinking. What are the important features that this product can deliver? Is it something brand new in the market? Or is it a product which is made to match the market demand? • Product management team –This important role is the bridge between the technology and sales team. They understand from sales team what product features can match the market needs and the price range the market is willing to pay. They communicate with engineering team on the required feature of the product and to manage the product cost. This is a very critical role as they look at the innovative product from both business and management perspective. Technology team can invent some world-class products which rock the market, yet whether the product can meet the client requirement within a reasonable cost, it will be for this team should examine. In Stamp expression case, product engineering is only involved after feasibility

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