Winning At New Products: Accelerating The Process From Idea To Launch, Second Edition
Basic Books, 20 de set. de 1993 - 384 páginas
Getting high-quality new products to market on time is one of the most crucial aspects of succeeding in business. It's also the most difficult to achieve. With Winning at New Products you will be better prepared to create and execute a winning game plan for launching innovative and market-driven new products. Successfully implemented by such companies as DuPont, Exxon, Proctor & Gamble, and Corning, the systematic game plan presented leads you step-by-step along the road to success, from generating product ideas to launching them to consumers.This second edition contains a major new section on the practicalities of implementing the game plan, drawn from years of putting the author's strategies to work. In addition, the book addresses present-day business conditions which require much faster development times and multinational perspective. You will learn how to: Get great new product ideas from your customers Screen and prioritize new product projects Incorporate customer input for design and development of products Conduct proper concept analyses and test markets Develop a market launch plan to generate new product sales Develop and implement a new product game plan Accelerate the process to speed you new products to market and much more. You will also discover the 15 key lessons for new product success, and be able to anticipate the many pitfalls.
New ProductsProblems and Pitfalls
What Separates the Winners from the Losers
Lessons for Success
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activities advertising Allen & Hamilton arenas B.F. Goodrich benefits Chapter checklist competitive products competitors concept test Cooper and E. J. corporate costs criteria critical customer needs customer tests defined E. J. Kleinschmidt example facet factors failure Figure financial analysis firm's firms focus gate gatekeepers Go/Kill decision Hewlett-Packard identified impact implementation industry inputs market launch market research market share market study marketing plan McMaster University meet ment methods NewProd objectives percent performance portfolio positive potential predevelopment prioritization problems prod product development product efforts product ideas product innovation strategy product process product projects product strategy product success profit project evaluation project score project team quality of execution questions R. G. Cooper relay race risk sales force scoring model segmentation stage stage-gate system success rate synergy target market technical test market tion trial sell user needs-and-wants study winners