"[at BMW] Only a few years ago, experimenting with novel design concepts - to make cars withstand chases better, for instance - required expensive physical prototypes to be built. Because that process took months, it acted as a barrier to innovation, because engineers could not get timely feedback on their ideas. Furthermore, data from crash tests arrived too late to sianificantly infLuence cdecisions in the early

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"[at BMW] Only a few years ago,
experimenting with novel design concepts -
to make cars withstand chases better, for
instance - required expensive physical
prototypes to be built. Because that process
took months, it acted as a barrier to
innovation, because engineers could not get
timely feedback on their ideas. Furthermore,
data from crash tests arrived too late to
significantly influence decisions in the early
stages of product development. So, BMW
had to incorporate information far
downstream, incurring greater costs.
(Enlightened Experimentation, Harvard
Business Review, 2001)
Where do you think BMW's problems lie and
which actions should they take to fix them?
Transcribed Image Text:"[at BMW] Only a few years ago, experimenting with novel design concepts - to make cars withstand chases better, for instance - required expensive physical prototypes to be built. Because that process took months, it acted as a barrier to innovation, because engineers could not get timely feedback on their ideas. Furthermore, data from crash tests arrived too late to significantly influence decisions in the early stages of product development. So, BMW had to incorporate information far downstream, incurring greater costs. (Enlightened Experimentation, Harvard Business Review, 2001) Where do you think BMW's problems lie and which actions should they take to fix them?
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