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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 | |