Title:
Creative marketing for new product and new business development
Publication Information:
Hackensack, NJ : World Scientific, 2008
Physical Description:
xvi, 320 p. : ill. ; 24 cm.
ISBN:
9789812772183
Subject Term:
Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000010198516 | HF5415.153 C73 2008 | Open Access Book | Book | Searching... |
On Order
Summary
Summary
New products and new business development require innovative, creative marketing solutions in order to successfully differentiate them from competing products in the marketplace. This important book explores and elucidates the essence of creativity, with an emphasis on how to proceed with R&D activities strategically and how to connect them with successful products, services and commercialization. Using interesting, real case studies such as "Healthy Tea(TM)" developed by Japan Coca-Cola, Inc., the recommendation engine "Teach Me Electronic Appliances", and the development of various robots, the book uncovers the secret of successful marketing and shows how to develop and deploy new products and services on a sustainable basis. It will therefore appeal to both business practitioners as well as researchers and students interested in innovation and marketing issues.
Table of Contents
| Foreword | p. v |
| 1 Introduction | p. 1 |
| 1.1 From the Age of Information to the Age of Information Communication (Network) | p. 2 |
| 1.2 A Course of Action for Companies in the Ubiquitous Age | p. 5 |
| 1.3 Development and Deployment of Three Business-Intelligence (BI) Type Information (Management) Systems | p. 9 |
| References | p. 13 |
| Part 1 General Outline Section | p. 15 |
| 2 Strategic Planning and R&D Management | p. 17 |
| 2.1 The Modern Enterprise and R&D | p. 17 |
| 2.2 Management Strategy and Its Relationships with R&D and Product Development Management | p. 29 |
| References | p. 39 |
| 3 R&D Project Planning, Selection, and Evaluation | p. 41 |
| 3.1 Planning and Selecting R&D Projects | p. 41 |
| 3.2 Operational Management and Evaluation of R&D Projects | p. 67 |
| References | p. 83 |
| 4 The New Systematization and Assetization of Information | p. 85 |
| 4.1 Systematization and Assetization of Technological and R&D Information | p. 85 |
| 4.2 Systematization and Assetization of Market Development Information | p. 102 |
| References | p. 124 |
| 5 How to Advance R&D, New Product Development, and New Business Development: Requirements That Should Be Taken into Consideration Towards These Ends | p. 127 |
| 5.1 Considerations for Acquiring and Selecting Data from Sources of Information | p. 128 |
| 5.2 The Relevance between Information Sources and Basic Research | p. 133 |
| 5.3 Relevance between Sources of Information and Applied Research | p. 139 |
| 5.4 Effective R&D and Personnel Training Management | p. 145 |
| References | p. 151 |
| Part 2 Precedents of New Product/New Business Development | p. 153 |
| 6 The Role of Information Search in the Development of "Karada Meguri Cha" (Body Circulation Tea Based on Traditional Chinese Medicine) | p. 155 |
| 6.1 The Beverage Business Today | p. 155 |
| 6.2 Investigating the Marketplace | p. 158 |
| 6.3 Oriental Way of Thinking | p. 168 |
| 6.4 Sorting Out Development Requirements | p. 171 |
| 6.5 Towards Commercialization Development of the Formula, Name, and Packaging | p. 177 |
| 6.6 Information Transmission of "Karada Meguri Cha" | p. 190 |
| 6.7 Conclusion | p. 194 |
| Acknowledgments | p. 195 |
| 7 Development of the "Oshiete! Kaden" ("Tell Me! Consumer Electronics") Website - Recommending Merchandises Through the Deployment of a Web Recommendation Engine | p. 197 |
| 7.1 Web Recommendation Engine | p. 197 |
| 7.2 Product Recommendation Website "Oshiete! Kaden" | p. 202 |
| 7.3 The Role of Information Search in the Business Development of "Oshiete! Kaden" | p. 214 |
| 7.4 The Role of Information Management in the Development Phase of the "Oshiete! Kaden" Website | p. 234 |
| 7.5 The Role of Information Management in the Early-Phase Operations of "Oshiete! Kaden" | p. 238 |
| Acknowledgments | p. 241 |
| References | p. 241 |
| 8 Robot Development Case Examples - The Intelligential and Functional Approaches | p. 243 |
| 8.1 The Current Situation of Robots | p. 243 |
| 8.2 Robots That Pursue Function | p. 251 |
| 8.3 Robots That Take Intelligence into Consideration | p. 262 |
| 8.4 Development of a Robot at the Global Cutting Edge | p. 270 |
| Acknowledgments | p. 274 |
| References | p. 274 |
| 9 The Role of Communication and Management Inside and Outside Business Organizations When Manufacturing Accidents Occur - Case Examples of Carbon Monoxide Poisoning Accidents Committed by Company M and Company P | p. 277 |
| 9.1 Occurrences of Accidents Related to Goods for Home Use | p. 277 |
| 9.2 Crisis Management in the Cases of Company M and Company P | p. 280 |
| 9.3 Risk and Crisis Management in Business Organizations | p. 292 |
| 9.4 Conclusion | p. 302 |
| References | p. 304 |
| Afterword | p. 305 |
| About the Authors | p. 309 |
| Index | p. 313 |
