Author:
Kahn, Kenneth B.
Edition Statement:2nd ed.
Imprint:Armonk, N.Y. : M.E. Sharpe, c2011.
Descriptionxii, 267 p. : ill. ; 24 cm.
Note:Machine generated contents note: Product planning defined -- Product planning roles -- Product, service, or both -- What is a product?-- Defing 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 product planning -- So why is product planning so difficult -- The strategic planning process -- New product strategy -- The product development process -- Implementing a product development process -- Evaluating the product development process -- Initiatives to reduce cost or time -- Department responsibilities -- Interdepartmental integration -- Organization structure -- Team types -- Distinguishing the Core team, Ad hoc team, and extended team -- Team roles -- Factors for team effectiveness -- Sources of opportunity -- Segmentation of the market and technology -- Market segmentation.
Note:Empirical methods for market segmentation: similarity and dissimilarity analyses -- Technology segmentation -- The product innovation charter -- Screening the PIC -- Sample market-related criteria -- Sample technology-related criteria -- The product concept statement -- Concept generation techniques -- Needs assessment -- Scenario analysis -- Group creativity -- Attribute analysis -- Relationship analysis -- Lateral search -- Creativity -- Product development Charter Review -- Concept testing -- Scoring models -- Snake plots -- Financial analysis -- ATAR models -- Applying the ATAR model to other business contexts -- Expected commercial value approach -- Summary -- The product protocol -- Themes underlying "Design for Excellence" engineering -- Key techniques to aid technical development: Quality function deployment -- The theory of innovative problem-solving -- The Kano model -- Quantifying the Kano model -- Product use testing -- Structuring a product use test -- The meaning of design.
Note:Product design situations -- Design disciplines -- Industrial design -- Graphic design -- Interior design -- The situation analysis -- Industry analysis -- Competetor analysis -- Company analysis -- Customer snalysis -- Sales analysis -- Marketing objectives -- Marketing mix activities -- Key product issues -- Key distribution issues -- Key promotion issues -- Key pricing issues -- Estimating the market strategy budget -- Marketing strategey budget -- Marketing strategy control -- Entrepreneurship thinking and business plan development -- Market testing -- Pseudo-sale -- Controlled sale -- Full-scale -- Understanding the launch phenomenon -- The launch cycle -- Prelaunch preparation: Launch control protocol -- Plotting the launch process -- New product forecasting process -- The product life cycle -- Strategic considerations during the maturity stage -- Product families, product platforms, and the product mix map.
Note:Brand management -- A brand equity framework -- Brand decision framework -- The brand-switching matrix -- Overview of Global considerations -- Understanding global culture and language -- Global product development teams -- Sustainable product development -- Base of the pyramid product development -- Intellectual property -- Patent -- Trade secret -- Trademark protection -- Copyright protection -- Product liability -- Business entity formation -- Public policy issues -- Environmental concerns -- Product performance and customer service -- Morality -- Managing public policy issues -- In search of product development best practices -- PDMA Research on product development practices the comparative performance assessment study (CPAS) or PDMA Best practices study -- PDMA's Outstanding Corporate Innovator award -- he Kahn, Barczak, Moss best practices Framework -- The continued search for product development best practices.
Bibliography Note:Includes bibliographical references and index.
Note:Recommended in Resources for College Libraries
