Fast Path to Corporate Growth Leveraging Knowledge and Technologies to New Market Applications

ISBN-10: 0195180860
ISBN-13: 9780195180862
Edition: 2007
Authors: Marc H. Meyer
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Description: Every company can point to a growth strategy. Few, however, systematically implement it; instead, they tweak current products with incremental innovations, or attempt to buy growth through acquisitions. Neither is a satisfactory solution. Internally  More...

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Book details

List price: $31.95
Copyright year: 2007
Publisher: Oxford University Press, Incorporated
Publication date: 6/4/2007
Binding: Hardcover
Pages: 304
Size: 6.25" wide x 9.50" long x 1.00" tall
Weight: 1.540
Language: English

Every company can point to a growth strategy. Few, however, systematically implement it; instead, they tweak current products with incremental innovations, or attempt to buy growth through acquisitions. Neither is a satisfactory solution. Internally generated growth accomplished thorugh product line renewal and new service development is essential to the long-term vitality of business across industries. The Fast Path to Corporate Growth takes on the challenge large corporations have in developing new product lines that address new market applications and provide new streams of revenue. The book integrates the key disciplines--new product strategy, user research, concept development and prototyping, market testing, and business modeling--into a practical framework for generating enterprise growth. The book illustrates that framework with in-depth examples of companies--including IBM, Honda, and Mars--that have generated impressive results by leveraging their core technologies to new markets and to new uses. Many of these examples contain templates that readers can use in their own projects. The book also addresses the human side of new market applications, providing advice on what executives and innovation team leaders must do to execute the steps of Meyer's framework for developing new market applications. This comprehensive guide to growth will appeal to R&D practitioners, new business development strategists, product managers, and to students in engineering management, innovation management, and corporate strategy.

Marc H. Meyer is the Robert J. Shillman professor of Entrepreneurship at Northeastern University, as well as a Matthews Distinguished University Professor. Dr. Meyer is the founder of Northeastern University's Entrepreneurship and Innovation Group in the College of Business Administration, where he has helped numerous students and alumni start their own companies. He is also director of High Tech MBA, a program focused on innovation within established corporations. He also helps direct Northeastern's Center of Entrepreneurship Education, an interdisciplinary, experiential "system of entrepreneurship" where undergraduates, graduate students, and alumni learn the principles of entrepreneurial thinking and planning, and then launch new companies.An internationally recognized scholar in the field of research and innovation, Dr. Meyer is the author of The Power of Product Platforms (written with Alvin P. Lehnerd, The Free Press, NY, 1997) and The Fast Path to Corporate Growth: Leveraging Knowledge and Technologies to New Market Applications, for which he received the Maurice Holland Award from the Industrial Research Institute (Oxford University Press, NY, 2007). Dr. Meyer is a graduate of Harvard College and holds his master's and doctoral degrees from MIT.

Introduction: The Fast Path to Corporate Growth
IBM Rises from the Ashes
A Framework for Action
Segmenting Markets for Growth
Understanding User Needs
Creating Design Concepts, Prototyping, and Validating Design Choices
How Honda Innovates
Product Line and Platform Development
Honda's Element Comes to Life
Business Model Innovation
New Brand and Product Line Development at Mars
Making the Business Case
Executive Decision Making
Leading Teams to Growth
Underlying Technology Principles in IBM's Renewal
Index

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