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New Products Management

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ISBN-10: 0072471638

ISBN-13: 9780072471632

Edition: 7th 2003 (Revised)

Authors: C. Merle Crawford, C. Anthony Di Benedetto

List price: $147.50
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Description:

New Products Management provides future new product managers and team leaders with a complete toolkit for learning and executing the product development process. Students learn how real-world managers oversee effective strategy development, manage teams, evaluate ideas, and manage the technical and financial aspects of new product management. Book jacket.
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Book details

List price: $147.50
Edition: 7th
Copyright year: 2003
Publisher: McGraw-Hill Higher Education
Publication date: 6/26/2002
Binding: Hardcover
Pages: 588
Size: 7.25" wide x 9.25" long x 1.00" tall
Weight: 2.288
Language: English

Overview and Opportunity Identification/Selection
The Menu
Setting
Why Is This an Important Field of Study?
Are There Special Slants We as Students Should Be Aware of?
OK, So What Is a New Product?
What about New Services, Business-to-Business Products, and International Products?
On What Basic Ideas or Concepts Is This Field of Activity Built?
Don't Most Real Innovations Come from Small Firms and Inventors?
Is New Products Management an Art or a Science?
Does This Field of Activity Have a Unique Vocabulary?
Does The Field of New Products Offer Careers?
Given All of This, What Will We Be Doing in This Book?
Does All This Actually Work?
Summary
Applications
The New Products Process
Setting
"It Doesn't Work That Way"
The Highlighter Saga
The Basic New Products Process
The Concept Life Cycle
What about New-to-the-World Products?
Closing Thoughts about the New Products Process
Summary
Applications
Case: Merck
Case: Nabisco Snackwell's
Opportunity Identification and Selection: Strategic Planning for New Products
Setting
Why Have Strategic Planning?
A Strategy for a "Company within a Company"
New Product Strategy Inputs
The Product Innovation Charter
A World on How to Prepare a Product Innovation Charter
The New Product's Strategic Fit
Other Issues That Arise in the Process of Creating Charters
Summary
Applications
Case: New Product Strategy at Kellogg
Case: Microsoft Windows 95
Concept Generation
Preparation and Alternatives
Setting
Preparation
The Concept
Two Basic Approaches
Gathering Concepts Already Created
Summary
Applications
Case: Concept Generation in the Toy Industry
Problem-Based Ideation
Setting
The Overall System of Internal Concept Generation
Gathering the Problems
Solving the Problems
Summary
Applications
Case: Campbell's IQ Meals
Case: Earning Organizational Respect
Analytical Attribute Approaches: Introduction and Perceptual Mapping
Setting
What, And Why, Are Analytical Attribute Techniques?
Gap Analysis
Summary
Applications
Case: AT&T Magicphone Phone-Fax-Copier (A)
Analytical Attribute Approaches: Trade-Off Analysis and Qualitative Techniques
Setting
Trade-Off Analysis
Qualitative Techniques
Dimensional Analysis
Checklists
Relationships Analysis
Analogy
Summary
Applications
Case: Rubbermaid Inc.
Concept/Project Evaluation
The Concept Evaluation System
Setting
What's Going on in the New Products Process?
The Cumulative Expenditures Curve
Planning the Evaluation System
The A-T-A-R Model
Further Uses of the A-T-A-R Model
Summary
Applications
Case: Concept Development Corporation
Case: The G5 Doll
Concept Testing
Setting
The Importance of Up-Front Evaluations
The Product Innovation Chapter
Market Analysis
Initial Reaction
Concept Testing and Development
Considerations in Concept Testing Research
Customer Preferences and Benefit Segments
Conjoint Analysis in Concept Testing
Conclusions
Summary
Applications
Case: Wolverine Car Wash
Case: AT&T Magicphone Phone-Fax-Copier (B)
The Full Screen
Setting
Purposes of the Full Screen
Screening Alternatives
The Scoring Model
Summary
Applications
Case: Wilson Sporting Goods (A)
Sales Forecasting and Financial Analysis
Setting
Sales Forecasting for New Products
Problems with Sales Forecasting
Actions by Managers to Handle These Problems
Return to the PIC
Summary
Applications
Case: Bay City Electronics
Bay City Appendix: Financial Analysis for New Products
Product Protocol
Setting
Review
Purposes of the Protocol
Protocol's Specific Contents
Protocol and Quality Function Deployment (QFD)
Some Warnings about the Difficulty of the Protocol Process
Summary
Applications
Case: Wilson Sporting Goods (B)
Development
Design
Setting
What Is Design?
The Role of Design in the New Products Process
Product Architecture
Industrial Design, and the Industrial Designer
Prototype Development
Managing the Interfaces in the Design Process
Improving the Interfaces in the Design Process
Summary
Applications
Case: Gillette MACH3
Development Team Management
Setting
What Is a Team?
Structuring the Team
Building a Team
Managing the Team
Summary
Applications
Case: Marko Products
Special Issues in Development
Setting
Speed to Market
The Role of Marketing during Development
The Role of Top Management During Development
Functional Interface Management
New Service Development
Global Considerations
Summary
Applications
Case: Ford Mondeo
Case: Europa International
Product Use Testing
Setting
What Is Product Use Testing?
Is Product Use Testing Really Necessary?
Knowledge Gained from Product Use Testing
Decisions in Product Use Testing
Special Problems
Summary
Applications
Case: Product Use Testing for New Consumer Nondurables
Launch
Strategic Launch Planning
Setting
The Strategic Givens
Revisiting the Strategic Goals
Strategic Platform Decisions
The Target Market Decision
Product Positioning
Creating Unique Value for the Chosen Target
Branding and Brand Management
Packaging
Summary
Applications
Case: Iridium
Case: AT&T Magicphone Phone-Fax-Copier (C)
Implementation of the Strategic Plan
Setting
The Launch Cycle
Launch Tactics
Alliances
A-T-A-R Requirements
Summary
Applications
Case: Spiralloy, Inc.
Case: The Advanced Photo System (APS)
Market Testing: Pseudo Sale Methods
Setting
Where We Are Today
The Marketing Testing Decision
Methods of Market Testing
Pseudo Sale Methods
Summary
Applications
Case: The 7-Eleven Frito Pie
Market Testing Continued: Controlled Sale and Full Sale
Setting
Controlled Sale Methods
Full Sale Methods
Wrap-up on Market Testing Methodologies
Summary
Applications
Case: Pepsico--Pepsi-Kona and Pepsi One
Case: Square D Remote Lamp Dimmer
Launch Management
Setting
What We Mean by Launch Management
A Sample Launch Management Plan
Objections to Launch Management
No Launch Management on Temporary Products
Product Failure
Summary
Applications
Case: Interfoods, Inc.: Valley Butter
Public Policy Issues
Setting
Bigger Picture: A Cycle of Concerns
Business Attitudes toward Product Issues
Current Problem Areas
Product Liability
Environmental Needs
Worthy Products
Morality
Monopoly
Personal Ethics
The Underlying Residual Issues
What Are New Products Managers Doing about All This?
Summary
Applications
Case: Napster
Bibliography
Sources of Ideas Already Generated
Other Techniques of Concept Generation
Small's Ideation Stimulator Checklist
The Marketing Plan
Guidelines for Evaluating a New Products Program
Index
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