Description
Book SynopsisNew products are the major driver of revenue growth in today's dynamic business environment. In this Handbook, the world's foremost experts on new product development bring together the latest thinking on this vitally important topic. These thought-leading authors organize knowledge into useful and insightful frameworks, covering all aspects of new product development: companies, collaborators, customers, context, markets, and performance.
The contributors delve into a broad range of topics, covering each one deeply and comprehensively. Careful attention to the development of these topics make it a fantastic single-source reference for state-of-the-art knowledge on new product development, including comprehensive sets of questions and discussion topics to inspire future research.
Managers will benefit from the Handbook by expanding their knowledge of new product development, and for researchers, the book provides a comprehensive look at the current research, as well as offering opportunities to continue expanding on this body of knowledge.
Contributors include: A.M. Baker, B.L. Bayus, S. Bharadwaj, D. Boyd, R.J. Calantone, G. Challagalla, D. Chandrasekaran, G. Colarelli O'Connor, R.G. Cooper, C.A. Di Benedetto, N. Donthu, E. Fang, G.J. Fisher, N.Z. Foutz, N. Franke, E. Genc, J. Goldenberg, P.N. Golder, D.A. Griffith, E. Keko, V. Kuppuswamy, D. Mitra, C. Moorman, C.P. Moreau, H. Nguyen, J.C. Prabhu, G.J. Prevo, N. Ramani, V.R. Rao, S.M. Shugan, R. Srinivasan, S. Stremersch, G.J. Tellis, L.H. Vincent, E. von Hippel, S. Wies, G. Yalcinkaya, E. Yin
Trade Review'This book does an excellent job of summarizing what is known, and importantly what needs to be known, about new product development. Covering topics ranging from idea generation to predicting market-place performance, it is a valuable resource for anyone who wants to be current in this area.' --Donald Lehmann, Columbia University, US
'Peter Drucker said ''Business has only two functions - marketing and innovation.'' Imagine a collection of the latest thinking on the intersection of those two functions, leading to effective new product development. Golder and Mitra have produced such a collection, with contributions by just the right authors on just the right topics. Researchers should consult this Handbook when choosing research topics. Educators should consult this Handbook for material to share with their students. And managers should consult this Handbook so they can apply the latest thinking to their innovation efforts. An instant classic!'
--Gary L. Lilien, Penn State University, US
Table of ContentsContents: PART I Introduction and Overview 1. New Product Development Research: Consolidating the Present and Guiding the Future Peter N. Golder and Debanjan Mitra PART II Idea Generation 2. Taming the Creative Spark: Insights from research on creativity in new product development Drew Boyd and Jacob Goldenberg 3. The What, Who and How of Innovation Generation Elio Keko, Gert Jan Prevo and Stefan Stremersch 4. Customer-Driven Innovation: A Conceptual Typology, Review of Theoretical Perspectives, and Future Research Directions Gregory J. Fisher and Eric (Er) Fang 5. The Paradigm Shift from Producer to Consumer Innovation: Implications for Consumer Research C. Page Moreau, Nikolaus Franke and Eric von Hippel 6. Institutionalizing an Innovation Function: Moving Beyond the Champion Gina Colarelli O’Connor PART III Market Analysis 7. Digital Multisided Platforms: An Innovation Research Agenda Raji Srinivasan and Nandini Ramani 8. Innovation in China and India Eden Yin and Jaideep C. Prabhu PART IV Product Design and Development 9. The State of New Product Design and Forecasting Research: Recent Developments and Future Directions Natasha Zhang Foutz and Vithala R. Rao 10. Strategic Use of Product Enhancements: Upgrades, Add-ons, Extras, and Accessories Steven M. Shugan 11. Sustainable New Product Development Ebru Genç and C. Anthony Di Benedetto 12. Open Innovation in the Brand Management Context Roger J. Calantone and Hang T. Nguyen PART V Commercialization 13. Global Product Launch: A Perspective on Past, Present and Future Research David A. Griffith and Goksel Yalcinkaya PART VI Market Outcomes 14. A Summary and Review of New Product Diffusion Models and Key Findings Deepa Chandrasekaran and Gerard J. Tellis 15. Word-of-Mouth Processes in Marketing New Products: Recent Research and Future Opportunities Andrew M. Baker and Naveen Donthu 16. Firm Innovation and the Stock Market Simone Wies and Christine Moorman 17. A Review of Crowdfunding Research and Findings Venkat Kuppuswamy and Barry L. Bayus 18. Antecedents, Consequences, and the Mediating Role of Innovation: Empirical Generalizations Leslie H. Vincent, Sundar G. Bharadwaj and Goutam Challagalla 19. Best Practices and Success Drivers in New Product Development Robert G. Cooper Index
