Mcgraw-Hill 36-Hour Course Product Development

ISBN-10: 0071743871

ISBN-13: 9780071743877

Edition: 2011

Authors: Andrea Belz
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Book details

List price: $32.95
Copyright year: 2011
Publisher: McGraw-Hill Professional Publishing
Publication date: 12/1/2010
Binding: Paperback
Pages: 256
Size: 6.25" wide x 9.25" long x 0.75" tall
Weight: 0.748
Language: English

Author Profile Andrea Belz, MBA, PhDis a walking advertisement for "out-of-the-box" thinking. As a well-known expert in technology commercialization, she has provided guidance to global leaders in innovation, including the Jet Propulsion Laboratory and the California Institute of Technology. Her savvy combination of technology review and business analysis has been used by groups ranging from General Electric to NASA. Belz's deep expertise in evaluating investment opportunities has attracted venture capital funds, investment banks, private equity groups, and individual investors.An opinionated thinker (and talker!), she has been interviewed frequently by the media for her unique perspective on strategy, national innovation, and public policy, and business strategy in the digital age. Belz has spoken at a number of universities, including the California Institute of Technology, Pepperdine University Graziadio School of Business, and the University of Southern California, and she has given seminars on product development, financial management, and entrepreneurship.Belz is a long-time member of the Pasadena Angels and has mentored many start-up companies. She has worked closely with the highly successful Los Angeles County Business Technology Incubator and advises groups on development and implementation of public-private partnerships that stimulate economic development and innovation.She holds a B.S. in physics from the University of Maryland at College Park, where she graduated with University Honors and High Honors in physics; a Ph.D. in physics from the California Institute of Technology; and an M.B.A. in finance from the Pepperdine University Graziadio School of Business.A fierce champion of equality of opportunity, she has mentored young women throughout her life, starting with her younger sister and moving on to talented scientists and executives. As a true believer in giving back to the community, Belz supports a number of philanthropies in Los Angeles. She is an active member of Caltech Alumni Association. She lives in Altadena, California, with her family, to whom she is absolutely devoted.

Acknowledgments
Introduction
Planning: Dress for Success
Inception
Definition of a Product
Where Do New Products Come From?
Risk: Why "Faster, Better, Cheaper" Doesn't Work
Keys to Success
Strategy
Analyzing the External Environment
Analyzing Internal Direction
Keys to Success
Marketing
Definition of Marketing
The Difference Between Sales and Marketing
Numbers, Numbers, Numbers
Segmentation, Targeting, Positioning
Marketing Four Ps
Keys to Success
Value Propositions
Definition of the Value Proposition
Commodities and Differentiated Products
Features, Benefits, and Economic Value
Damned if You Don't
Value Propositions and Strategic Elements
Pricing Models
Keys to Success
Intellectual Property
Definition of Intellectual Property
Creating an Effective Intellectual Property Strategy
Brands and Intellectual Property
Accounting Considerations
Types of Intellectual Property
Monetizing Intellectual Property
Keys to Success
Funding
Valuation and Finance
Risk
Time Value of Money
Finance for Product Managers
Finance for Entrepreneurs
Keys to Success
Implementation: It Ain't Over 'Til It's Over
Organizations
The Blueprint: Product Development Groups
People I: Effective Leadership
People II: Inspiring Followship
Organization and Business Building Blocks
Keys to Success
Milestones
The Resource Triangle
Cost Profiles and Risk Reduction
Gantt Charts
Go No-Go Decision
Journey Milestones
Destination Milestones
Milestones and Business Building Blocks
Keys to Success
Design
Product Track
Business Relationships in Design and Manufacturing
Design Processes: An Orderly Mess
Rephrasing the Question
Environmental Stewardship and Design
Design and Business Building Blocks
Keys to Success
Fabrication, Integration, and Delivery
Vertically Integrated Companies
Outsourcing: Divvying Up the Product Track
Software: "The Internet Ruined My Business"
FID and Business Building Blocks
Keys to Success
Launch
Five Ms of Advertising
Innovation Diffusion Theory
Social Media
Launch
Recalls
Launch and Business Building Blocks
Keys to Success
Wrap-Up
Postmortems
Strategies for Product Success
Product Design Principles
Customer Relationships
Hints for Entrepreneurs
Keys to the Kingdom
Answer Key
Notes
Index
Instructions for Accessing Online Final Exam
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