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| Preface | |
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| Introduction to Product Planning | |
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| Product Planning Defined | |
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| Product Planning Roles | |
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| Product, Service, or Both | |
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| What Is a Product? | |
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| Defining Product by the Nature of Innovation | |
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| Defining Product by the Nature of Market Demand | |
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| Defining Product by the Company's Internal Perspective | |
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| Defining what Is Meant by �New Product� | |
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| The Growing Emphasis on Product Planning | |
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| So Why Is Product Planning Difficult? | |
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| Strategy and Process | |
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| The Strategic Planning Process | |
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| New Product Strategy | |
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| The Product Development Process | |
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| Implementing a Product Development Process | |
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| Evaluating the Product Development Process | |
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| Initiatives to Reduce Cost or Time | |
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| Organizing People | |
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| Department Responsibilities | |
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| Interdepartmental Integration | |
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| Organization Structure | |
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| Team Types | |
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| Distinguishing the Core Team, Ad Hoc Team, and Extended Team | |
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| Team Roles | |
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| Factors for Team Effectiveness | |
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| Opportunity Identification | |
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| Sources of Opportunity | |
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| Segmentation of the Market and Technology | |
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| Market Segmentation | |
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| Empirical Methods for Market Segmentation: Similarity and Dissimilarity Analyses | |
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| Technology Segmentation | |
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| The Product Innovation Charter | |
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| Screening the PIC | |
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| Sample Market-Related Criteria | |
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| Sample Technology-Related Criteria | |
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| Concept Generation | |
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| The Product Concept Statement | |
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| Concept Generation Techniques | |
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| Needs Assessment | |
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| Scenario Analysis | |
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| Group Creativity | |
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| Attribute Analysis | |
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| Relationship Analysis | |
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| Lateral Search | |
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| Creativity | |
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| Concept Evaluation | |
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| Product Development Charter Review | |
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| Concept Testing | |
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| Scoring Models | |
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| Snake Plots | |
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| Financial Analysis | |
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| ATAR Model | |
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| Applying the ATAR Model to Other Business Contexts | |
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| Expected Commercial Value Approach | |
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| Summary | |
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| Technical Development | |
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| The Product Protocol | |
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| Themes Underlying �Design for Excellence� Engineering | |
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| Key Techniques to Aid Technical Development: Quality Function Deployment | |
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| The Theory of Innovative Problem-Solving | |
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| The Kano Model | |
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| Quantifying the Kano Model | |
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| Product Use Testing | |
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| Structuring a Product Use Test | |
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| Design | |
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| The Meaning of Design | |
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| Product Design Situations | |
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| Design Disciplines | |
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| Industrial Design | |
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| Graphic Design | |
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| Interior Design | |
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| Market Planning | |
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| The Situation Analysis | |
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| Industry Analysis | |
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| Competitor Analysis | |
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| Company Analysis | |
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| Customer Analysis | |
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| Sales Analysis | |
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| Marketing Objectives | |
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| Marketing Mix Activities | |
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| Key Product Issues | |
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| Key Distribution Issues | |
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| Key Promotion Issues | |
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| Key Pricing Issues | |
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| Estimating the Marketing Strategy Budget | |
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| Marketing Strategy Control | |
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| Entrepreneurship Thinking and Business Plan Development | |
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| Commercialization and Launch | |
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| Market Testing | |
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| Pseudo-Sale | |
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| Controlled Sale | |
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| Full-Scale | |
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| Understanding the Launch Phenomenon | |
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| The Launch Cycle | |
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| Prelaunch Preparation: Launch Control Protocol | |
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| Plotting the Launch Process | |
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| New Product Forecasting | |
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| New Product Forecasting Techniques | |
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| New Product Forecasting Accuracy | |
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| The New Product Forecasting Process | |
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| Life Cycle Management | |
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| The Product Life Cycle | |
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| Strategic Considerations During the Maturity Stage | |
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| Product Families, Product Platforms, and the Product Mix Map | |
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| Brand Management | |
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| A Brand Equity Framework | |
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| A Brand Decision Framework | |
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| The Brand-Switching Matrix | |
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| Global Issues in Product Planning | |
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| Overview of Global Considerations | |
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| Understanding Global Culture and Language | |
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| Global Product Development Teams | |
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| Sustainable Product Development | |
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| Base of the Pyramid Product Development | |
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| Legal and Public Policy Considerations for Product Planning | |
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| Intellectual Property | |
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| Patent | |
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| Trade Secret | |
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| Trademark Protection | |
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| Copyright Protection | |
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| Product Liability | |
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| Business Entity Formation | |
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| Public Policy Issues | |
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| Environmental Concerns | |
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| Product Performance and Customer Service | |
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| Morality | |
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| Managing Public Policy Issues | |
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| Product Planning Best Practices | |
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| In Search of Product Development Best Practices | |
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| APQC Benchmarking of Product Development Practices | |
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| PDMA Research on Product Development Practices: The Comparative Performance Assessment Study (CPAS) or PDMA Best Practices Study | |
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| PDMA's Outstanding Corporate Innovator Award | |
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| The Kahn, Barczak, Moss Best Practices Framework | |
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| The Continued Search for Product Development Best Practices | |
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| Index | |
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| About the Author | |