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| Foreword | |
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| Acknowledgments | |
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| About the Authors | |
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| Preface | |
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| Glossary of Acronyms and Terms | |
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| The Argument | |
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| What Drives New Product Development | |
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| Redefining the Bottom Line | |
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| Positioning Breakthrough Products | |
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| Products, Services, and Product-Service Ecosystems | |
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| Identifying Product Opportunities: The SET Factors | |
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| POG and SET Factor Case Studies | |
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| The Margaritaville Frozen Concoction Maker | |
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| The BodyMedia FIT System | |
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| Starbucks | |
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| The GE Healthcare Adventure MRI Series | |
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| Summary Points | |
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| Notes | |
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| Moving to the Upper Right | |
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| Integrating Style and Technology | |
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| Style Versus Technology: A Brief History of the Evolution of Style and Technology in the Nineteenth and Twentieth Centuries | |
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| In the Beginning | |
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| The Growth of Consumer Culture | |
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| The Introduction of Style to Mass Production | |
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| Post-World War II Growth of the Middle Class and the Height of Mass Marketing | |
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| The Rise of Consumer Awareness and the End of Mass Marketing | |
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| The Era of Customer Value, Mass Customization, and the Global Economy | |
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| Positioning Map: Style Versus Technology | |
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| Lower Left: Low Use of Style and Technology | |
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| Lower Right: Low Use of Style, High Use of Technology | |
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| Upper Left: High Use of Style, Low Use of Technology | |
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| Upper Right: High Use of Style and Technology | |
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| Positioning Map of Margaritaville Frozen Concoction Maker | |
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| Positioning Map of BodyMedia FIT System | |
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| Positioning Map of Starbucks | |
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| Positioning Map of GE Adventure Series | |
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| Knockoffs and Rip-offs | |
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| The Upper Right and Intellectual Property | |
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| Revolutionary Versus Evolutionary Product Development | |
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| Summary Points | |
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| References | |
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| The Upper Right: The Value Quadrant | |
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| The Sheer Cliff of Value: The Third Dimension | |
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| The Shift in the Concept of Value in Products and Services | |
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| Qualities and a Customer's Value System: Cost Versus Value | |
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| Value Opportunities | |
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| Emotion | |
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| Aesthetics | |
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| Product Identity | |
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| Impact | |
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| Ergonomics | |
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| Core Technology | |
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| Quality | |
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| Value Opportunity Charts and Analysis | |
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| VOA of Margaritaville Frozen Concoction Maker | |
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| VOA of BodyMedia FIT System | |
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| VOA of Starbucks | |
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| VOA of GE Adventure Series MRI | |
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| The Time and Place for Value Opportunities | |
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| VOs and Product Goals | |
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| The Upper Right for Industrial Products | |
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| The Upper Right of Commodity Products: Trading off Value among the Aluminum Can, the Plastic Bottle, and the Glass Bottle | |
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| Summary Points | |
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| References | |
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| The Core of a Successful Brand Strategy: Breakthrough Products and Services | |
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| Brand Strategy and Product Strategy | |
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| Corporate Commitment to Product and Brand | |
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| Corporate Values and Customer Values | |
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| Managing Product Brand | |
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| Building an Identity | |
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| Company Identity Versus Product Identity | |
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| Building Brand Versus Maintaining Brand | |
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| Starting from Scratch: Cirque du Soleil | |
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| Redefining a Brand: Herbal Essences | |
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| Maintaining an Established Identity: Harley | |
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| Brand and the Value Opportunities | |
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| Summary Points | |
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| References | |
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| The Process | |
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| A Comprehensive Approach to User-Centered, Integrated New Product Development | |
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| Clarifying the Fuzzy Front End of New Product Development | |
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| A New Way of Thinking | |
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| iNPD Is Only Part of the Process | |
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| User-Centered iNPD Process | |
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| Resource Allocation | |
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| Allocating the Time Resource: Scheduling | |
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| Allocating the Cost Resource: Financing | |
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| Allocating the Human Resource: Team Selection | |
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| Summary Points | |
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| References | |
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| Integrating Disciplines and Managing Diverse Teams | |
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| User-Centered iNPD Facilitates Customer Value | |
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| Understanding Perceptual Gaps | |
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| Team Functionality | |
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| Team Collaboration | |
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| Negotiation in the Design Process | |
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| Team Performance | |
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| Part Differentiation Matrix | |
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| Team Conflict and the PDM | |
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| PDM and the Role of Core Disciplines | |
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| Issues in Team Management: Team Empowerment | |
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| Understand the Corporate Mission | |
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| Serve As a Catalyst and a Filter | |
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| Be Unbiased | |
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| Empower and Support the Team | |
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| Let the Team Become the Experts | |
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| Recognize the Personality and Needs of the Team | |
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| Use of an Interests-Based Management Approach | |
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| Visionaries and Champions | |
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| Summary: The Empowered Team | |
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| iNPD Team Integration Effectiveness | |
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| Summary Points | |
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| References | |
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| Understanding the User's Needs, Wants, and Desires | |
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| Overview: Usability and Desirability | |
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| An Integrated Approach to a User-Driven Process | |
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| Scenario Development (Part I) | |
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| New Product Ethnography | |
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| Using Ethnography to Understand Parrotheads | |
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| Lifestyle Reference and Trend Analysis | |
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| Ergonomics: Interaction, Task Analysis, and Anthropometrics | |
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| Interaction | |
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| Task Analysis | |
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| Anthropometrics | |
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| Scenarios and Stories | |
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| Scenario Development (Part II) | |
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| Storytelling | |
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| Broadening the Focus | |
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| Other Stakeholders | |
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| Identifying Users in Nonconsumer Products: Designing Parts within Products | |
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| Product Definition | |
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| Visualizing Ideas and Concepts Early and Often | |
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| Summary Points | |
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| References | |
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| Research Acknowledgments | |
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| Further Evidence | |
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| Service Innovation: Breakthrough Innovation on the Product-Service Ecosystem Continuum | |
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| The Era of Interconnected Ecosystems: Product, Interface, and Service | |
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| Empathy Versus Logic | |
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| Traditional Service Design | |
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| Umpqua: Designing a Bank Like a Product | |
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| UPS Moves Beyond the Package Delivery Industry | |
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| The Disney Renaissance: The Ultimate Entertainment Service | |
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| Interaction Design | |
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| Interaction Through a Multisensory Interactive Teaching Tool | |
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| Summary Points | |
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| References | |
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| Case Studies: The Power of the Upper Right | |
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| Reinventing the Classroom with Upper Right Seating Systems: The I DEO and Steelcase Node | |
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| Ball Parks Play in the Upper Right: The Dallas Stadium and PNC Park | |
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| Innovation in Machining: Kennametal Beyond Blast Titanium Manufacturing | |
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| Electric Vehicle Innovation: Bringing Upper Right Transportation to the Twenty-First Century | |
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| Upper Right Open Innovation Partnerships between Companies and Universities | |
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| Innovation along the Highway: Navistar International LoneStar | |
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| The 50+ and Environmental Responsibilities: Designing a New Refillable Sustainable Packaging System | |
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| Making University-Industry Innovation Partnerships Work | |
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| Summary Points | |
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| Endnotes | |
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| Case Studies: The Global Power of the Upper Right | |
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| The BRIC Countries | |
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| Brazil: Innovation and Growth in South America | |
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| China: Haier, The First Major Chinese Global Brand | |
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| India: Design Impact and Social Responsibility in India | |
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| Be Green Packaging: The World Is Flat Meets Cradle to Cradle in Connect+Develop | |
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| DesignSingapore Council: The Third Component from the Little Country That Can | |
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| Summary Points | |
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| References | |
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| Where Are They Now? | |
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| Changing SET Factors | |
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| The OXO GoodGrips Peeler | |
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| The Crown Wave | |
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| Retired Case Studies | |
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| Summary Points | |
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| Epilogue | |
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| Future Innovators | |
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| Have Faith in the Leap | |
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| References | |
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| Index | |