ANSWERS TO OPENING CASE DISCUSSION QUESTIONS
1. How does Skullcandy’s new product development activities affect its ability to
(a) maximize the t with customer needs, (b) minimize development cycle time, and
(c) control development costs?
To maximize the fit with customer needs, Skullcandy worked closely with celebrity disc jockeys
and performers like Mix Master Mike and Snoop Dog who were in uential in setting the design
2. What are some of the ways that Skullcandy’s size and growth rate influence its
development process?
Alden notes that because the company is small, the only way for it to be nimble is to make
3. What are the advantages of using Computer Aided Design (CAD) and
stereolithography to create prototypes of Skullcandy’s headphones?
Realistic prototypes can be tested, refined, shown to customers for feedback, etc. all before
4. If you were advising the top management of Skullcandy about new product
development processes, what recommendations would you make?
Students may come up with a range of suggestions here, some of which will relate more
ANSWERS TO DISCUSSION QUESTIONS
1. What are some of the advantages and disadvantages of a parallel development process?
What obstacles might a firm face in attempting to adopt a parallel process?
A parallel development process offers the advantages of a shorter, often more cost effective
2. Consider a group project you have worked on at work or school. Did your group use
mostly sequential or parallel processes?
Students should provide examples from their own experience. An example that came up
previously follows: “In developing a loan disbursement process in a post-conflict emerging
3. Are there some industries in which a parallel process would not be possible or effective?
A parallel development process would probably not be well suited to an industry in which small
product design changes result in large process design changes — in such instances it might be
necessary to have product design completely finished before process design commences. This
4. What kinds of people make good project champions? How can a firm ensure that it
gets the benefits of championing while minimizing the risks?
The characteristics of a good project champion are leadership, persuasiveness (i.e. someone who
can be an effective advocate while retaining objectivity) and access to resources. Such a
champion should be encouraged, however, to continuously evaluate the potential of a project.
5. Is the Stage-Gate process consistent with suggestions that firms adopt parallel
processes? What impact do you think using Stage-Gate processes would have on
development cycle time and development costs?
The Stage-Gate process is only partially consistent with parallel processing. Most of the product
design and process design stages in the parallel processing model occur within Stage 3 of the
6 What are the benefits and costs of involving customers and suppliers in the
development process?
By bringing customers into the development process, the developers are more likely to stay
focused on projects that meet the customer’s needs, resulting in more successful projects.