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 3. The Upper Right: The Value Quadrant
Breakthrough products are driven by a complex combination of value attributes that connect with people's lifestyles. This chapter examines the seven attributes of value and introduces a Value Opportunity Analysis process. We then apply this process to the case studies introduced in Chapter 1. Every product development team must conduct a Value Opportunity Analysis, which evaluates the current state of products in the market and projects areas where the new product requires significant improvement. This is an essential step in any new product program. Failure to thoroughly and thoughtfully complete this phase will have a negative impact down the line. The goal is to create a baseline reference for ...
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