Innovation and New Product Planning

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Kahn, Kenneth B.
Otros Autores: Mohan, Mayoor
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Milton : Taylor & Francis Group, 2020.
Temas:
New products.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Cover
  • Half Title
  • Title Page
  • Copyright Page
  • Table of contents
  • Preface
  • Part Titles and Overviews
  • Part I Product Planning at the Business Unit Level
  • 1 Innovation and Product Planning
  • Definition of Product Planning
  • Roles of Product Planning
  • Product, Service, or Both
  • What Is a Product?
  • Defining Product by the Nature of Innovation
  • Defining Product by the Nature of Market Demand
  • Defining Product by the Company's Internal Perspective
  • Defining What Is Meant by "New Product"
  • The Growing Emphasis on Innovation and Product Planning
  • Why Are Innovation and Product Planning Difficult?
  • Discussion Questions
  • Case Discussion for Chapter 1
  • References
  • 2 Culture and People
  • Department Responsibilities
  • Organizational Culture
  • Interdepartmental Integration
  • Organizational Structure
  • Team Types
  • Distinguishing the Core Team, Ad Hoc Team, and Extended Team
  • Team Roles
  • Factors for Team Effectiveness
  • Discussion Questions
  • Case Discussion for Chapter 2
  • References
  • 3 Product Planning Strategy and Process
  • The Strategic Planning Process
  • New Product Strategy
  • The Product Development Process
  • Implementing a Product Development Process
  • Evaluating the Product Development Process
  • Initiatives to Reduce Cost or Time
  • Discussion Questions
  • Case Discussion for Chapter 3
  • References
  • Part II The Front End of Innovation
  • 4 Opportunity Identification and MARKET Planning
  • Overview of Opportunity Identification
  • Sources of Opportunity
  • Segmentation of the Market and Technology
  • Market Segmentation
  • Empirical Methods for Market Segmentation: Similarity and Dissimilarity Analyses
  • Technology Segmentation
  • The Product Innovation Charter
  • Screening the PIC
  • Sample Market-Related Criteria
  • Sample Technology-Related Criteria
  • Overview of Market Planning
  • The Situation Analysis
  • Industry Analysis
  • Considering Other Factors
  • Competitor Analysis
  • Identifying Competitors
  • Assessing Competitor Abilities
  • Company Analysis
  • Customer Analysis
  • Sales Analysis
  • Marketing Mix Activities
  • Key Product Issues
  • Key Distribution Issues
  • Key Promotion Issues
  • Key Pricing Issues
  • Estimating a Marketing Budget
  • Discussion Questions
  • Case Discussion for Chapter 4
  • References
  • 5 Concept Generation
  • The Product Concept Statement
  • Concept Generation Techniques
  • Needs Assessment
  • Scenario Analysis
  • Group Creativity
  • Attribute Analysis
  • Determinant Gap Analysis
  • Perceptual Gap Analysis
  • Relationship Analysis
  • Two-Dimensional Matrix
  • Morphological Analysis
  • Conjoint Analysis (Trade-Off Analysis)
  • Lateral Search
  • Creativity
  • Discussion Questions
  • Case Discussion for Chapter 5
  • References
  • 6 Concept Evaluation
  • Product Innovation Charter Review
  • Concept Testing
  • Scoring Models
  • Snake Plots
  • Financial Analysis
  • ATAR Model
  • Applying the ATAR Model to Other Business Contexts

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