IPMI – International Business School – IndonesiaLeading Organization Dynamics - Andre Vincent Wenas,MM,MBA.

The IntensCare Product Development Team

By Muhammad Hanif IPMI EMBA 15221023Leading Organization Dynamic

IPMI – International Business School – IndonesiaLeading Organization Dynamics - Andre Vincent Wenas,MM,MBA.

MediSys, a private held US-based medical devices manufacturer, is developing IntensCare

IntensCare, a technology that personalizes ICU care and relay patient information to necessary medical staff when needed.

MediSys has invested $20.5 million in the development of IntensCare, which the success or failure of this project will have significant affect on the company’s bottom line.

The company took a new effort to how this product would be developed, with one team made up of specialist from each department.

The team was pressured by a deadline, brought upon by competitors

IPMI – International Business School – IndonesiaLeading Organization Dynamics - Andre Vincent Wenas,MM,MBA.

IPMI – International Business School – IndonesiaLeading Organization Dynamics - Andre Vincent Wenas,MM,MBA.

Organization Chart

IPMI – International Business School – IndonesiaLeading Organization Dynamics - Andre Vincent Wenas,MM,MBA.

The IntensCare product development team is facing a number of issues :Team Structure

The integration of cross-functional development team and a parallel development process cause significant challenges.Team members still think and act like they are part of a sequential development process (the old NPD process).

Time Constraint

The release date of IntensCare is approaching quickly.

IntensCare must be launched before the release of the competing models in order to be successful in the market.

Lack of leadership

Ineffective leadership, poor change management, and early challenges caused mistrusted with the team to develop into substantial personal conflicts.Several team members frustrated to the point of resigning.

Communication

Key team member are withholding information in order to avoid confrontation and unproductive conflictThis resulting in misconceptions of the progress of IntensCare Development

Inconsistent Drivers

Product development team member are motivated by different goals

IPMI – International Business School – IndonesiaLeading Organization Dynamics - Andre Vincent Wenas,MM,MBA.

The IntensCare product development team is facing a number of issues caused by company-wide changes in team structures and processes as well as the IntensCare’s aggressive business plan

Product Failure

• Failure to produce a competitive product by August 2009 will destroy MediSys’s reputation

Team Failure

• If the team fails, the possibility of promotion for individual members will be less likely.

IPMI – International Business School – IndonesiaLeading Organization Dynamics - Andre Vincent Wenas,MM,MBA.

Lack of coordination between the team members.

Slow decision making process.

Software developed overseas was notoriously problematic inthe medical diagnostics field.

They emphasized more on modular design which delayed theproduction process.

They lacked direction, they were working for two bosses, andthey didn't trust each other to get the job done.

BAD PRACTICES

IPMI – International Business School – IndonesiaLeading Organization Dynamics - Andre Vincent Wenas,MM,MBA.

They need to develop Employee reward structure whichwould motivate people.

Centralized information system should be designed so thatteam members can upload there information.

Effective input plan should be converted into effiecient plans.

They should work on basic design and provide modular designin next version.

Internal conflicts should be resolved so that there is noconflict between executive , marketing manager and coreteam member.

REMEDIES

IPMI – International Business School – IndonesiaLeading Organization Dynamics - Andre Vincent Wenas,MM,MBA.

Major renovations are required to ensure the success of the IntensCare product development team.

When working on the high complexity projects, problem like those listed below should be addressed as soon as the arise in order to prevent complications so close project deadline.

Communication

Established norms early

on

More democratic

decision making

IPMI – International Business School – IndonesiaLeading Organization Dynamics - Andre Vincent Wenas,MM,MBA.

FINISH