Description
Book SynopsisWhat are the secrets behind such spectacular new product successesas Slim-Fast, Cellular One, and Phillips CD? How did Snapple, MCIFriends and Family, MTV, and The Body Shop emerge from obscurity tobecome household names, seemingly overnight?
Find out in New Product Success Stories, a book that takes youbehind the scenes of 24 of the biggest new product success storiesof the past few years. From repeat purchase and durable productssuch as Lever 2000 and Ford Taurus, to major technologies such asCellular One, from services like Courtyard by Marriott, toretailers such as The Body Shop International, you''re given aunique, firsthand look at how a wide range of innovative companiesemployed a variety of approaches to successfully developing andmarketing their new products.
New Product Success Stories was designed to help businesspeople toidentify and study the factors that have been shown to play acentral role in new product success. Consequently, the book isorganized acco
Table of ContentsLearning from New Product Success.
Aligning Strategic Opportunities.
Capitalizing on the Business Environment.
Pursuing Market Acceptance.
Motivating the Organization.
Creating New Product Ideas.
Designing New Products from Concepts.
Refining the New Product.
Tracking the New Product.
Lessons from the New Product Success Stories.
Notes.
Index.
