Creative marketing for new product and new business development / editors, Akira Ishikawa, Atsushi Tsujimoto.

Format:

Book

Contributor:

Ishikawa, Akira, 1934-

Tsujimoto, Atsushi.

Language:

English

Subjects (All):

New products.

New business enterprises.

Physical Description:

1 online resource (336 p.)

Edition:

1st ed.

Place of Publication:

Hackensack, NJ : World Scientific, c2008.

Language Note:

English

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 TeaTM" developed by Japan Coca-Cola, Inc., the recommendation engine "Teach Me Electronic Appliances", and the development of various robots, the

Contents:

Foreword; Contents; 1. Introduction; 1.1 From the Age of Information to the Age of Information Communication (Network); 1.2 A Course of Action for Companies in the Ubiquitous Age; 1.3 Development and Deployment of Three Business-Intelligence (BI) Type Information (Management) Systems; References; PART 1: GENERAL OUTLINE SECTION; 2. Strategic Planning and R&D Management; 2.1 The Modern Enterprise and R&D; 2.1.1 The necessity of R&D; 2.1.2 International comparison of R&D investment; 2.1.3 International comparison of product architecture; 2.1.4 Innovation and economic progress

2.1.5 Governmental policy on technology2.1.6 R&D challenges facing the Japanese company; 2.2 Management Strategy and Its Relationships with R&D and Product Development Management; 2.2.1 Requirements for the Management of Technology (MOT); 2.2.2 Corporate strategy and R&D; 2.2.3 Competitive strategy and R&D; 2.2.4 Product strategy and R&D engineering; 2.2.5 Marketing research for new product development; 2.2.6 R&D alliances and outsourcing; References; 3. R&D Project Planning, Selection, and Evaluation; 3.1 Planning and Selecting R&D Projects

3.1.1 Recognition of existing product/business circumstances3.1.2 The search for new product and new business themes; 3.1.3 Prioritization of new product and new business themes and selection of R&D projects; 3.1.4 Preparations for R&D projects; 3.2 Operational Management and Evaluation of R&D Projects; 3.2.1 Framework for starting and implementing projects; 3.2.2 Continuing projects (delaying and extending): Criteria for termination; 3.2.3 Terminating unsuccessful projects; 3.2.4 Evaluation of a project's success/failure, and the evaluation system

3.2.5 The standardization (packaging) and withdrawal of successful projectsReferences; 4. The New Systematization and Assetization of Information; 4.1 Systematization and Assetization of Technological and R&D Information; 4.1.1 An approach to the systematization of information; 4.1.2 Systematization and assetization of keywords; 4.1.3 Charting and patterning as means for systematizing; 4.1.4 Compiling keywords into a thesaurus; 4.1.5 Evaluating the efficiency of information retrieval systems; 4.1.6 Reinforcement through the assetization of information

4.2 Systematization and Assetization of Market Development Information4.2.1 Differences between market development information and information/R&D information; 4.2.2 Systematization and assetization of market development information; 4.2.3 Balance between R&D information and market development information; 4.2.4 Assetization of market development information; 4.2.5 Impact of systematizing management strategy (development) information; 4.2.6 From systematizing to assetizing management strategy (development) information

4.2.7 A means for promoting the assetization of management strategy (development) information

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

ISBN:

9789812772190

9812772197

OCLC:

820944418