October 2001
Intermediate to advanced
336 pages
9h 45m
English
book
Creating Breakthrough Products: Innovation from Product Planning to Program Approval
by Jonathan M. Cagan, Craig M. Vogel
Content preview from Creating Breakthrough Products: Innovation from Product Planning to Program Approval
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Chapter 2. Moving to the Upper Right
This chapter introduces a Positioning Map, which shows how breakthrough products are differentiated from the competition. The Upper Right quadrant of the Map integrates the attributes of Style and Technology and adds a third dimension: Value. Each remaining quadrant contains products that emphasize only style, technology, or low cost. Through the integration of the attributes represented in the Upper Right, breakthrough products meet the needs, wants, and desires of customers, resulting in increased sales, profit, and brand equity.
Integrating Style and Technology
We call the successful integration of style and technology "Moving to the Upper Right."
The last chapter presented four case studies as examples ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
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I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.