Description
Book SynopsisThe global consumer product market is exploding. In 2006 alone, 150,000 new products were brought to market. Now for the bad news: of those, fewer than 5% were hits, and fewer than 15% will even exist five years from now.
Table of ContentsForeword xxi
Introduction 1
Part I: The Basics of New Product Development 9
Chapter 1: It Takes a Company 11
Chapter 2: What Are You Developing, and Why? 23
Chapter 3: Defining Your Product Strategy 37
Part II: Charting the Ocean of Opportunity for New Products 59
Chapter 4: What Do Your Customers Really Want? 61
Chapter 5: Turning Your Company into an Idea Factory 89
Chapter 6: Picking Winners and Losing Losers 115
Chapter 7: Making the Most of Technology 127
Chapter 8: Focusing Your NPD Efforts 147
Part III: Navigating the River of Product Development 165
Chapter 9: One Foot in Front of the Other: The Product Development Process 167
Chapter 10: Organizing the NPD Troops 191
Chapter 11: Managing Your Corporation’s NPD Resources 211
Chapter 12: Using Reviews to Keep Projects on Track 233
Chapter 13: Launching Products for Market Success 253
Part IV: New Challenges in Product Development 271
Chapter 14: Developing Products in the Digital Age 273
Chapter 15: Product Development Goes Global 287
Chapter 16: Choose Your Partner! Partners in Product Development 303
Part V: The Part of Tens 317
Chapter 17: Ten Ideas on Ways to Test Your New Products 319
Chapter 18: Ten (Or More) Ways to Track Your Innovation Efforts 329
Appendix: Business Case Outline 339
Index 341
