Title:
Achieving planned innovation : a proven system for creating successful new products and services
Personal Author:
Publication Information:
New York : Free Press, 1998
ISBN:
9780684839905
Added Author:
Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000005013739 | HF5415.153 B32 1998 | Open Access Book | Book | Searching... |
On Order
Summary
Summary
Presents a scientific five-step paradigm that aims to increase the success rate of new products in the market place.
Table of Contents
| Prologue: How Planned Innovation Was Developed and Where It Has Been Used |
| 1 What This Book Is All About |
| Example 1 What We Mean By a High Rate of Success |
| Example 2 Achieving Accelerated, Sustained Growth |
| Example 3 Growth Through Improvements in Existing Products |
| Example 4 Providing Guidance to R&DWould Planned Innovation Have Value to Your Firm? |
| 2 What Is Planned Innovation? |
| 3 The Planned Innovation System |
| Element One A Disciplined Scientific Reasoning Process |
| Element Two Lasting Marketing Orientation |
| Element Three Proper Selection Criteria |
| Element Four Using Scientific Reasoning to Determine Requirements Before Making Major Expenditures |
| Element Five Ensure Multifunctional Involvement |
| 4 Establishing a Disciplined Scientific Reasoning Process for New Product Innovation |
| 5 The Model of Requirements for Successful Innovation |
| Model for Identifying Economic and Emotive Value |
| Four Questions to Address in Each Segment of Focus |
| Opportunity Selection Criteria Become the Optimizing Function |
| 6 Forming a Lasting Market Orientation |
| Definition of Business Orientations |
| Blue Jeans -- a Universal Example |
| Functional Product-Market Definition |
| Definition of "Product" |
| Definition of "Functional Need" |
| Definition of "Customer" |
| Definition of "Geography" |
| Marketing Strategy, Mix, and Plan |
| Examples of Functional Product-Market Definitions for Blue Jeans |
| Changing to a Market Orientation |
| 7 The Value of Opportunity Selection Criteria |
| Selection versus Screening Criteria |
| Selection Criteria Can Also Be Used for Screening |
| Issues Involved in Opportunity Selection Process |
| Importance of Integrating Strategy and Tactics |
| Matching Resources to Opportunities |
| Success Must Be Tactical and Strategic |
| 8 Obtaining Proper Inputs to Opportunity Selection Criteria |
| Mission Statements Guide New Product Innovation |
| Statement of Financial Goals Needed |
| The Role of Functional Objectives |
| Defining Capabilities, Strengths, and Weaknesses |
| Competitive Opening and Advantage |
| External Trends |
| The Mental Work Required Is Well Worth the Effort |
| 9 The Power of Scientific Thought Process in New Product |
| Opportunity Analysis |
| The Technique of Strong Inferenc |
| The Benefit of Hypotheses of Cause-Effect |
| Scientifically Based Opportunity Analysis Can Be Valuable at Any Stage of New Product Development |
| 10 Opportunity Analysis: Initial Assessment Phase |
| First, Define the Opportunity |
| Second, Verify that Opportunity Meets Selection Criteria and Establish Priority |
| Third, Identify Critical Issues |
| Fourth, Formulate Hypotheses Based on Critical Issues |
| Fifth, Determine What Information Would Provide the Most Decisive Test of Hypotheses |
| Sixth, Go for the Jugular in Obtaining Information |
| What Should Be Accomplished in the Initial Assessment Phase |
| 11 Opportunity Analysis: Range of Requirements Phase |
| Testing Hypotheses Regarding Range of Requirements |
| Sample Size Required |
| Need for a Carefully Structured Questionnaire |
| Analysis of Competition |
| What Should Be Accomplished in the Range of Requirements Phase |
| 12 Opportunity Analysis: Quantitative Confirmation of Market Potential Phase |
| Design of a Stratified Random Sample |
| What Should Be Accomplished in the Quantitative Confirmation Phase |
| 13 Application of Opportunity Analysis to Different Types of Products and Markets |
| Parallel Activities Are Possible |
| Determining Requirements for Consumer Products |
| 14 Implementing Planned Innovation to Achieve Multifunctional |
| Involvement |
| Managerial Support Required |
| Multifunctional Involvement |
| Qualification and Training of Analysts |
| Maintaining the Flow of Ideas |
| Implementing the Planned Innovation System |
| The Planned Innovation Board |
| Recurrent Training |
| Epilogue: How Planned Innovation Provides Answers to Popular Myths Regarding New Product Innovation |
| Nine Areas of Requirements for Successful InnovationMyth |
| 1 The Better MousetrapMyth |
| 2 Another XeroxMyth |
| 3 The Gift of GeniusMyth |
| 4 The LottoMyth |
| 5 All You Have to Do Is Ask Your CustomerMyth |
| 6 The Alchemist Stone |
| Notes |
