Developing new products and services : learning, differentiation, and innovation / G. Lawrence Sanders ; with contributions by Ron Huefner ... [et al.].

Format:

Book

Author/Creator:

Sanders, G. Lawrence.

Contributor:

Huefner, Ronald J.

Series:

Marketing research collection.

Marketing research collection

Language:

English

Subjects (All):

New products.

Product differentiation.

Physical Description:

1 online resource (363 p.)

Edition:

1st ed.

Place of Publication:

[New York, N.Y.] (222 East 46th Street, New York, NY 10017) : Business Expert Press, c2012.

Language Note:

English

Summary:

The focus of the book is on the up-front activities and ideas for new product and service development. A central theme of this book is that there is, or should be, a constant struggle going on in every organization, business, and system between delivering feature-rich versions of products and services using extravagant engineering and delivering low-cost versions of products and services using frugal engineering. Delivering innovative products is accomplished by an endless cycle of business planning, creative and innovative insight, and learning-about and learning-by-doing activities.

Contents:

Preface

Acknowledgments

1. Understanding entrepreneurship, diffusion, and R&D in the context of monopolistic competition

2. Fundamental concepts of product and price differentiation

3. Differentiation in action

4. The role of dynamic tension in constructing versioning and product differentiation curves

5. Examples of product differentiation and versioning curves

6. Facilitating creativity and innovation

7. Conceptualizing products and services using the FAD template

8. Strategic planning approaches for product differentiation and innovation

9. The ten-ten planning process: crafting a business story

10. Lock-in and revenue growth

11. Valuing the business

12. Developing a business plan

13. Project management for new product and services development

14. Re-priming the business using real options concepts

15. Wrap-up

Notes

References

Index.

Notes:

"For PowerPoint slides and other supplemental materials that accompany this book, please visit www.glsanders.wordpress.com."

Includes bibliographical references (p. 327-335) and index.

CC BY-NC

Title from PDF t.p. (viewed on October 28, 2011).

ISBN:

9781782680703

1782680705

9781283892865

1283892863

9781606492420

160649242X

OCLC:

767701983

Publisher Number:

2 BEP