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Creating Breakthrough Products: Innovation from Product Planning to Program Approval (paperback)

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  • Description
  • Sample Content
  • Updates
  • Copyright 2002
  • Dimensions: 6" x 9"
  • Pages: 350
  • Edition: 1st
  • Book
  • ISBN-10: 0-13-261862-1
  • ISBN-13: 978-0-13-261862-5

Creating Breakthrough Products identifies key factors associated with successful innovation, and presents an insightful and comprehensive approach to building products and services that redefine markets -- or create new ones. Learn to identify Product Opportunity Gaps that can lead to enormous success; control and navigate the "Fuzzy Front End" of the product development process; and leverage contributions from diverse product teams -- while staying relentlessly focused on your customer's values and lifestyles.

Sample Pages

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Table of Contents

1. What Drives New Product Development.

Redefining the Bottom Line. Identifying Product Opportunities: The SET Factors. POG and SET Factor Case Studies.



2. Moving to the Upper Right.

Integrating Style and Technology. Style vs. Technology: A Brief History of the Evolution of Style and Technology in the 19th and 20th Centuries. Middle Class and the Height of Mass Marketing. Positioning Map: Style vs. Technology. Positioning Map of Starbucks. Knockoffs and Rip-offs. Revolutionary vs. Evolutionary Product Development.



3. The Upper Right: The Value Quadrant.

The Sheer Cliff of Value-The Third Dimension. Value Opportunities Value Opportunity Charts and Analysis. The Time and Place for Value Opportunities. The Upper Right for Industrial Products.



4. The Core of a Successful Brand Strategy: Breakthrough Products and Services.

Brand Strategy and Product Strategy. Corporate Commitment to Product and Brand. Corporate Values and Customer Values. Managing Product Brand. Starting from Scratch: Iomega. Maintaining an Established Identity: Harley. Brand and the Value Opportunities.



5. A Comprehensive Approach to User-Centered, Integrated New Product Development.

Clarifying the Fuzzy Front End of New Product Development. User-Centered iNPD Process. Resource Allocation.



6. Integrating Disciplines and Managing Diverse Teams.

User-Centered iNPD Facilitates Customer Value. Understanding Perceptual Gaps. Team Functionality. Part Differentiation Matrix. Issues in Team Management: Team Empowerment. iNPD Team Integration Effectiveness.



7. Understanding the User's Needs, Wants, and Desires.

Overview: Usability and Desirability. An Integrated Approach to a User-Driven Process. Scenario Development (Part I). New Product Ethnography. Lifestyle Reference. Ergonomics: Interaction, Task Analysis, and Anthropometrics. Scenario Development (Part II). Broadening the Focus. Product Definition. Visualizing Ideas and Concepts Early and Often. Research Acknowledgements.



8. Case Studies: The Power of the Upper Right.

Overview of Case Studies.



9. Automotive Design: Product Differentiation through User-Centered iNPD.

The Dynamic SET Factors of the Auto Industry. The Design Process and Complexities. Breaking Down the Process. Positioning: Product Differentiation. The Retro Craze. A Case Study of iNPD at Carnegie Mellon University. Implications of User-Centered iNPD on the Auto Industry.



Research Acknowledgments.


Epilogue.


Future Trends.


Have Faith in the Leap.


References.


Index.

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