New products management / Merle Crawford, Anthony Di Benedetto.

Format:

• Book

Author/Creator:

• Crawford, C. Merle (Charles Merle), 1924-2012.

Contributor:

• Di Benedetto, C. Anthony.
• Alumni and Friends Memorial Book Fund.

Series:

• Irwin/McGraw-Hill series in finance, insurance, and real estate
• The Irwin/McGraw-Hill series in finance, insurance and real estate

Language:

English

Subjects (All):

• New products--Management.

Physical Description:

xx, 567 pages : illustrations ; 24 cm.

Edition:

Seventh edition.

Place of Publication:

Boston : McGraw-Hill, [2003]

Summary:

New Products Management provides future new product managers and team leaders with a complete toolkit for learning and executing the product development process. Students learn how real-world managers oversee effective strategy development, manage teams, evaluate ideas, and manage the technical and financial aspects of new product management.

Contents:

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

Notes:

Includes bibliographical references and index.

Local Notes:

Acquired for the Penn Libraries with assistance from the Alumni and Friends Memorial Book Fund.

ISBN:

0072471638

OCLC:

49332843

Online:

• Publisher description
• The Alumni and Friends Memorial Book Fund Home Page