New products management

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Title:

Personal Author:

Crawford, C. Merle

Edition:

7th ed.

ISBN:

9780072471632

Subject Term:

New products -- Management

Added Author:

Di Benedetto, C. Anthony

Available:*

Library	Item Barcode	Call Number	Material Type	Item Category 1	Status
Searching... PSZ JB	30000010018625	HF5415.153 C72 2003	Open Access Book	Advance Management	Searching... Unknown
Searching... Razak School	30000005196708	HF5415.153 C72 2003	Open Access Book	Book	Searching... Unknown

Provides project managers and team leaders with an overview of the product development process. This book talks about how to develop an effective development strategy, manage cross-functional teams across the organization, generate and evaluate concepts, manage the technical development of a product, develop the marketing plan, and more.

Part 1 Overview and Opportunity Identification/Selection	p. 3
Chapter 1 The Menu	p. 5
Setting	p. 5
Why Is This an Important Field of Study?	p. 6
Are There Special Slants We as Students Should Be Aware of?	p. 9
OK, So What Is a New Product?	p. 11
What about New Services, Business-to-Business Products, and International Products?	p. 13
On What Basic Ideas or Concepts Is This Field of Activity Built?	p. 15
Don't Most Real Innovations Come from Small Firms and Inventors?	p. 16
Is New Products Management an Art or a Science?	p. 17
Does This Field of Activity Have a Unique Vocabulary?	p. 17
Does The Field of New Products Offer Careers?	p. 18
Given All of This, What Will We Be Doing in This Book?	p. 19
Does All This Actually Work?	p. 20
Summary	p. 20
Applications	p. 21
Chapter 2 The New Products Process	p. 22
Setting	p. 22
"It Doesn't Work That Way"	p. 22
The Highlighter Saga	p. 23
The Basic New Products Process	p. 25
The Concept Life Cycle	p. 32
What about New-to-the-World Products?	p. 34
Closing Thoughts about the New Products Process	p. 35
Summary	p. 39
Applications	p. 39
Case: Merck	p. 40
Case: Nabisco Snackwell's	p. 41
Chapter 3 Opportunity Identification and Selection: Strategic Planning for New Products	p. 44
Setting	p. 44
Why Have Strategic Planning?	p. 44
A Strategy for a "Company within a Company"	p. 45
New Product Strategy Inputs	p. 45
The Product Innovation Charter	p. 52
A World on How to Prepare a Product Innovation Charter	p. 60
The New Product's Strategic Fit	p. 63
Other Issues That Arise in the Process of Creating Charters	p. 64
Summary	p. 66
Applications	p. 66
Case: New Product Strategy at Kellogg	p. 67
Case: Microsoft Windows 95	p. 68
Part 2 Concept Generation	p. 72
Chapter 4 Preparation and Alternatives	p. 75
Setting	p. 75
Preparation	p. 75
The Concept	p. 82
Two Basic Approaches	p. 87
Gathering Concepts Already Created	p. 88
Summary	p. 91
Applications	p. 91
Case: Concept Generation in the Toy Industry	p. 92
Chapter 5 Problem-Based Ideation	p. 95
Setting	p. 95
The Overall System of Internal Concept Generation	p. 95
Gathering the Problems	p. 97
Solving the Problems	p. 110
Summary	p. 113
Applications	p. 114
Case: Campbell's IQ Meals	p. 115
Case: Earning Organizational Respect	p. 116
Chapter 6 Analytical Attribute Approaches: Introduction and Perceptual Mapping	p. 118
Setting	p. 118
What, And Why, Are Analytical Attribute Techniques?	p. 118
Gap Analysis	p. 120
Summary	p. 132
Applications	p. 132
Case: AT&T Magicphone Phone-Fax-Copier (A)	p. 133
Chapter 7 Analytical Attribute Approaches: Trade-Off Analysis and Qualitative Techniques	p. 135
Setting	p. 135
Trade-Off Analysis	p. 135
Qualitative Techniques	p. 144
Dimensional Analysis	p. 144
Checklists	p. 145
Relationships Analysis	p. 146
Analogy	p. 149
Summary	p. 150
Applications	p. 150
Case: Rubbermaid Inc.	p. 151
Part 3 Concept/Project Evaluation	p. 155
Chapter 8 The Concept Evaluation System	p. 157
Setting	p. 157
What's Going on in the New Products Process?	p. 157
The Cumulative Expenditures Curve	p. 161
Planning the Evaluation System	p. 164
The A-T-A-R Model	p. 168
Further Uses of the A-T-A-R Model	p. 172
Summary	p. 173
Applications	p. 173
Case: Concept Development Corporation	p. 174
Case: The G5 Doll	p. 175
Chapter 9 Concept Testing	p. 178
Setting	p. 178
The Importance of Up-Front Evaluations	p. 178
The Product Innovation Chapter	p. 179
Market Analysis	p. 180
Initial Reaction	p. 180
Concept Testing and Development	p. 181
Considerations in Concept Testing Research	p. 185
Customer Preferences and Benefit Segments	p. 192
Conjoint Analysis in Concept Testing	p. 196
Conclusions	p. 198
Summary	p. 199
Applications	p. 199
Case: Wolverine Car Wash	p. 200
Case: AT&T Magicphone Phone-Fax-Copier (B)	p. 201
Chapter 10 The Full Screen	p. 203
Setting	p. 203
Purposes of the Full Screen	p. 203
Screening Alternatives	p. 205
The Scoring Model	p. 205
Summary	p. 219
Applications	p. 219
Case: Wilson Sporting Goods (A)	p. 220
Chapter 11 Sales Forecasting and Financial Analysis	p. 223
Setting	p. 223
Sales Forecasting for New Products	p. 224
Problems with Sales Forecasting	p. 231
Actions by Managers to Handle These Problems	p. 233
Return to the PIC	p. 239
Summary	p. 241
Applications	p. 242
Case: Bay City Electronics	p. 242
Bay City Appendix: Financial Analysis for New Products	p. 243
Chapter 12 Product Protocol	p. 251
Setting	p. 251
Review	p. 251
Purposes of the Protocol	p. 253
Protocol's Specific Contents	p. 255
Protocol and Quality Function Deployment (QFD)	p. 262
Some Warnings about the Difficulty of the Protocol Process	p. 267
Summary	p. 268
Applications	p. 268
Case: Wilson Sporting Goods (B)	p. 269
Part 4 Development	p. 273
Chapter 13 Design	p. 277
Setting	p. 277
What Is Design?	p. 277
The Role of Design in the New Products Process	p. 278
Product Architecture	p. 282
Industrial Design, and the Industrial Designer	p. 284
Prototype Development	p. 285
Managing the Interfaces in the Design Process	p. 287
Improving the Interfaces in the Design Process	p. 290
Summary	p. 294
Applications	p. 294
Case: Gillette MACH3	p. 295
Chapter 14 Development Team Management	p. 298
Setting	p. 298
What Is a Team?	p. 298
Structuring the Team	p. 299
Building a Team	p. 305
Managing the Team	p. 315
Summary	p. 319
Applications	p. 319
Case: Marko Products	p. 320
Chapter 15 Special Issues in Development	p. 323
Setting	p. 323
Speed to Market	p. 323
The Role of Marketing during Development	p. 331
The Role of Top Management During Development	p. 333
Functional Interface Management	p. 334
New Service Development	p. 339
Global Considerations	p. 342
Summary	p. 345
Applications	p. 345
Case: Ford Mondeo	p. 346
Case: Europa International	p. 347
Chapter 16 Product Use Testing	p. 350
Setting	p. 350
What Is Product Use Testing?	p. 351
Is Product Use Testing Really Necessary?	p. 352
Knowledge Gained from Product Use Testing	p. 357
Decisions in Product Use Testing	p. 360
Special Problems	p. 368
Summary	p. 369
Applications	p. 369
Case: Product Use Testing for New Consumer Nondurables	p. 370
Part 5 Launch	p. 373
Chapter 17 Strategic Launch Planning	p. 377
Setting	p. 377
The Strategic Givens	p. 378
Revisiting the Strategic Goals	p. 379
Strategic Platform Decisions	p. 380
The Target Market Decision	p. 384
Product Positioning	p. 390
Creating Unique Value for the Chosen Target	p. 392
Branding and Brand Management	p. 394
Packaging	p. 403
Summary	p. 405
Applications	p. 405
Case: Iridium	p. 406
Case: AT&T Magicphone Phone-Fax-Copier (C)	p. 407
Chapter 18 Implementation of the Strategic Plan	p. 409
Setting	p. 409
The Launch Cycle	p. 409
Launch Tactics	p. 413
Alliances	p. 417
A-T-A-R Requirements	p. 417
Summary	p. 425
Applications	p. 425
Case: Spiralloy, Inc.	p. 426
Case: The Advanced Photo System (APS)	p. 427
Chapter 19 Market Testing: Pseudo Sale Methods	p. 430
Setting	p. 430
Where We Are Today	p. 430
The Marketing Testing Decision	p. 432
Methods of Market Testing	p. 438
Pseudo Sale Methods	p. 440
Summary	p. 446
Applications	p. 446
Case: The 7-Eleven Frito Pie	p. 447
Chapter 20 Market Testing Continued: Controlled Sale and Full Sale	p. 449
Setting	p. 449
Controlled Sale Methods	p. 449
Full Sale Methods	p. 454
Wrap-up on Market Testing Methodologies	p. 463
Summary	p. 464
Applications	p. 464
Case: Pepsico--Pepsi-Kona and Pepsi One	p. 465
Case: Square D Remote Lamp Dimmer	p. 467
Chapter 21 Launch Management	p. 469
Setting	p. 469
What We Mean by Launch Management	p. 469
A Sample Launch Management Plan	p. 482
Objections to Launch Management	p. 482
No Launch Management on Temporary Products	p. 484
Product Failure	p. 484
Summary	p. 486
Applications	p. 487
Case: Interfoods, Inc.: Valley Butter	p. 488
Chapter 22 Public Policy Issues	p. 490
Setting	p. 490
Bigger Picture: A Cycle of Concerns	p. 490
Business Attitudes toward Product Issues	p. 492
Current Problem Areas	p. 493
Product Liability	p. 494
Environmental Needs	p. 501
Worthy Products	p. 502
Morality	p. 503
Monopoly	p. 504
Personal Ethics	p. 504
The Underlying Residual Issues	p. 507
What Are New Products Managers Doing about All This?	p. 507
Summary	p. 509
Applications	p. 510
Case: Napster	p. 511
Bibliography	p. 513
Appendix A Sources of Ideas Already Generated	p. 517
Appendix B Other Techniques of Concept Generation	p. 523
Appendix C Small's Ideation Stimulator Checklist	p. 531
Appendix D The Marketing Plan	p. 537
Appendix E Guidelines for Evaluating a New Products Program	p. 543
Index	p. 547

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