Book description
This practical book introduces readers to the essential business aspects of innovation and new product planning. The product planning process is discussed across two broad themes: product development and product management. Importantly, the book emphasizes the 21st-century strategic and creative mindset necessary to drive business innovation activities in a concise, yet comprehensive manner.
The book delves into the front end of innovation and formal product development activities, examining the topics of opportunity identification, concept generation and evaluation, technical development, product design, testing, launch strategies, product management, life cycle management, brand management, and vital elements for international success. There are stand-alone notes that serve to apprise readers on related topics such as the use of agile product development methodologies, the formation of business entities, and recommended best practices for new product development. The book excels at providing relevant examples and applied tools that augment the concepts to offer valuable connections to real-world product planning efforts.
This book is particularly useful as a guide to learning the fundamental concepts and strategies associated with innovation and new product planning. Among student audiences, upper-level undergraduate and first-year graduate students are likely to benefit as the book embraces its position to serve as a primer on product development and management.
Table of contents
- Cover
- Half Title
- Title Page
- Copyright Page
- Contents
- Preface
- Part Titles and Overviews
-
Part I Product Planning at the Business Unit Level
-
1 Innovation and Product Planning
- Definition of Product Planning
- Roles of Product Planning
- Product, Service, or Both
- What Is a Product?
- Defining Product by the Nature of Innovation
- Defining Product by the Nature of Market Demand
- Defining Product by the Company’s Internal Perspective
- Defining What Is Meant by “New Product”
- The Growing Emphasis on Innovation and Product Planning
- Why Are Innovation and Product Planning Difficult?
- Discussion Questions
- Case Discussion for Chapter 1
- References
- 2 Culture and People
- 3 Product Planning Strategy and Process
-
1 Innovation and Product Planning
-
Part II The Front End of Innovation
-
4 Opportunity Identification and MARKET Planning
- Overview of Opportunity Identification
- Sources of Opportunity
- Segmentation of the Market and Technology
- The Product Innovation Charter
- Screening the PIC
- Overview of Market Planning
- The Situation Analysis
- Marketing Mix Activities
- Estimating a Marketing Budget
- Discussion Questions
- Case Discussion for Chapter 4
- References
- 5 Concept Generation
- 6 Concept Evaluation
-
4 Opportunity Identification and MARKET Planning
-
Part III Formal Product Development
- 7 Technical Development
- 8 Design
-
9 Commercialization and Launch
- Market Testing
- Understanding the Launch Phenomenon
- The Launch Cycle
- Prelaunch Preparation: Launch Control Protocol
- Plotting the Launch Process
- New Product Forecasting
- Discussion Questions
- Case Discussion for Chapter 9
- References
- Part IV Product Management
- Part V Supplementary Notes on Innovation and Product Planning
- Index
Product information
- Title: Innovation and New Product Planning
- Author(s):
- Release date: December 2020
- Publisher(s): Routledge
- ISBN: 9781000327328
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