New product development and marketing: a practical guide
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York u.a.
Praeger
1990
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XV, 180 S. graph. Darst. |
| ISBN: | 0275934039 |
Internformat
MARC
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| 245 | 1 | 0 | |a New product development and marketing |b a practical guide |c Italo S. Servi |
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| 264 | 1 | |a New York u.a. |b Praeger |c 1990 | |
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| 650 | 4 | |a Produits nouveaux - Commercialisation | |
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents
Figures and Tables xi
Preface xiii
PART I: WHY?—PLANNING 1
1. New Product Planning 3
Introduction 3
Product Integration Flowsheet 4
Planning 6
The Product Portfolio 7
Examples 10
Metal Commodities 10
Plasma Arc Coatings 11
Specialty Alloys for Aerospace 11
Conclusions 12
Note 13
2. Financial Rewards 15
Introduction 15
Elements of Accounting 16
Where to Find Financial Information 19
Discounted Cash Flow Analysis of a New Product
Development Project 21
Evaluations 22
Important Financial Issues 23
Examples 25
Labelking 25
Speedy 26
Mining 27
Conclusions 28
Notes 29
PART II: WHAT?—PRODUCT DEFINITION 31
3. Market Pull 33
Introduction 33
vi Contents
Product Definition 35
Sources of Market Needs 38
Examples 42
Catalytic Converter 42
Telecommunication Networks 44
Conclusions 46
Note 46
4. Sources of New Product Ideas 47
Introduction 47
External Sources of New Product Ideas 48
The Incubators 48
The Matchmakers 48
New Products by Acquisition of Companies 50
The Revival of Obsolete Products 5 0
Customers and Competitors 51
Internal Sources of Ideas 51
Techniques for Creative Sessions 53
Examples 55
Aurora 55
SBIR 56
Conclusions 57
Notes 58
5. Marketing Research 59
Introduction 59
Why Marketing Research ? 61
Sources of Market Data 61
Timing of New Product Introduction 64
Mechanisms of Marketing Research 64
Examples 66
Semiconductors 67
Indium 68
Conclusions 69
Notes 70
6. Analysis of New Product Ideas 71
Introduction 71
Development of Quantitative Ranking Criteria 73
Relation to Business Strategies 73
Soundness of Scientific Foundations 74
Market Needs 75
Prior Art 76
Company Capabilities 76
Sources of Ranking Criteria 76
Mechanics of New Product Idea Ranking 77
Contents vii
Examples 78
Quarry 78
Corfam 81
Conclusions 83
Notes 84
PART III: HOW?—IMPLEMENTATION MODE 85
7. Implementation of New Product Development 87
Introduction 87
Implementation Modes 88
Principal Implementation Elements 90
Examples 91
Pilkington 91
Cooling Tower 92
Conclusions 93
Notes 94
8. Technical Development 95
Introduction 95
Essential Activities 97
Product Definition 97
State of the Art Survey 98
Product Design and Engineering Feasibility 98
Pilot Planting and Prototype Production 99
Field Testing and Industrial Producibility Demonstration 99
Product Adaptation 100
Essential Resources 100
Main Problems and Their Solutions 103
Alternative Modes of Implementation 105
Examples 105
Purity 105
Sun 107
Conclusions 108
Notes 108
9. Commercial Development 109
Introduction 109
Essential Activities 110
Competitive Analysis 110
Product Differentiation 110
Customers and Market Analysis 110
Product Testing 111
Promotion 111
Customer Service 112
Resources 113
viii Contents
Strategies and Tactics 113
Typical Problems and Their Solutions 115
Examples 116
Sun 117
Thermo Electron 118
Conclusions 120
Notes 120
10. Protection of Intellectual Property 121
Introduction 121
Types of Proprietary Protection 121
Patents 121
Trade Secrets 122
Trademarks and Servicemarks 123
Copyright 123
Foreign Protection 124
Litigation 124
Principal Problems and Their Solutions 124
Example 125
Conclusions 127
Notes 128
PART IV: WHO?—THE HUMAN SIDE 129
11. Organization 131
Introduction 131
Organization of a Profit Center 132
The Organization of the New Product Development Process 133
Technical Development Organization 134
Need for Establishing and Maintaining a Capability 134
Sk ills and Missions 134
Regeneration of a Technical Capability 135
Issues, Problems, and Their Solutions 136
Commercial Development Organization 136
Top Management Issues 137
Ill defined Assignments and Accountabilities 137
Late or Erratic Involvement 138
Too Much Permissiveness 138
Inadequate Integration of Functions 138
Too Much Emphasis on the Short Term 139
Example of an Organizational Scheme 139
History of Industrial Technical Organizations 141
The General Electric Laboratory 141
Eastman Kodak Research Laboratories 144
Conclusions 145
Notes 146
Contents ix
12. Communication 147
Introduction 147
Types of Communication 147
Modes of Communication 149
Information Retrieval 152
Examples 153
Overcom 154
Stainless 154
Conclusions 155
Notes 156
PART V: ROADS TO SUCCESS 15 9
13. Three Outstanding Examples of New Product Development 161
Introduction 161
Instant Camera 161
Introduction 161
The Synthetic Polarizing Film 162
The One step Photographic System 162
Success Factors 164
Anaerobic Adhesives 164
History 164
Success Factors 166
Sodium Bicarbonate 166
History 166
Success Factors 167
Conclusions 168
Notes 168
14. Seven Guiding Lights 169
Introduction 169
New Product Development Is a Probabilistic Phenomenon 169
New Product Development Is an Interfunctional Process 170
Most Foundations of New Product Development Are Subjective 171
Each New Product Depends on the Entire Portfolio 171
Competition Must Be Broadly Defined 171
Intellectual Property Must Be Protected 172
New Product Development Capabilities Must Be Regenerated 172
Conclusions 172
Bibliography 173
Index 177
About the Author 181
Figures and Tables
Figures
P.I The Five Questions of New Product Development xiv
1.1 Generalized Product Integration Flow Sheet 5
1.2 Partial Description of a Material Flow Sheet of a Personal
Computer 6
1.3 Example of a Product Portfolio 8
1.4 Product Portfolio of Figure 1.3 Two Years Later:
Unfavorable Scenario 9
1.5 Product Portfolio of Figure 1.3 Two Years Later:
Favorable Scenario 9
2.1 Example of Discounted Cash Flow Analysis of a Ten Year
Project with Indication of Maximum Commitment
and Payback Time 20
3.1 Principal Elements of Product Definition 36
3.2 Principal Sources of Market Needs 39
3.3 Platinum Demand for Automotive Applications, Noncommunist
World, 1976 88 44
5.1 Indium Demand Segmented by End Uses, United States,
1973 87 69
9.1 Total Revenue, Net Income, and R D Expenses of Thermo
Electron Corporation, 1979 88 119
11.1 Organization of Precision Electronics (a fictitious company):
Technology Is Decentralized 140
11.2 Reorganization of Precision Electronics Based on Matrix
Concept: Technology Is Centralized 142
12.1 Example of a Communicative System in a New Product
Development Organization 151
14.1 Summary of the New Product Development Process
Described in Terms of Five Questions and Seven Statements 170
Tables
2.1 Example of Discounted Cash Flow Analysis of a Ten Year Project 19
xii Figures and Tables
2.2 Preliminary Competitive Analysis of Key Financial Indicators 27
6.1 Examples of Project Rating Criteria 80
6.2 Rating of Five Products Based on Criteria from Table 6.1 81
11.1 History of Product Development at Eastman Kodak, 1890 1970 145
|
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| id | DE-604.BV004662303 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T16:15:44Z |
| institution | BVB |
| isbn | 0275934039 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-002863994 |
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| physical | XV, 180 S. graph. Darst. |
| publishDate | 1990 |
| publishDateSearch | 1990 |
| publishDateSort | 1990 |
| publisher | Praeger |
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| spelling | Servi, Italo S. Verfasser aut New product development and marketing a practical guide Italo S. Servi 1. publ. New York u.a. Praeger 1990 XV, 180 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Produits nouveaux - Commercialisation Produits nouveaux - Gestion Propriété intellectuelle Marketing (DE-588)4037589-4 gnd rswk-swf Produktentwicklung (DE-588)4139402-1 gnd rswk-swf Produktinnovation (DE-588)4047346-6 gnd rswk-swf Produktinnovation (DE-588)4047346-6 s Marketing (DE-588)4037589-4 s DE-604 Produktentwicklung (DE-588)4139402-1 s HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=002863994&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Servi, Italo S. New product development and marketing a practical guide Produits nouveaux - Commercialisation Produits nouveaux - Gestion Propriété intellectuelle Marketing (DE-588)4037589-4 gnd Produktentwicklung (DE-588)4139402-1 gnd Produktinnovation (DE-588)4047346-6 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4139402-1 (DE-588)4047346-6 |
| title | New product development and marketing a practical guide |
| title_auth | New product development and marketing a practical guide |
| title_exact_search | New product development and marketing a practical guide |
| title_full | New product development and marketing a practical guide Italo S. Servi |
| title_fullStr | New product development and marketing a practical guide Italo S. Servi |
| title_full_unstemmed | New product development and marketing a practical guide Italo S. Servi |
| title_short | New product development and marketing |
| title_sort | new product development and marketing a practical guide |
| title_sub | a practical guide |
| topic | Produits nouveaux - Commercialisation Produits nouveaux - Gestion Propriété intellectuelle Marketing (DE-588)4037589-4 gnd Produktentwicklung (DE-588)4139402-1 gnd Produktinnovation (DE-588)4047346-6 gnd |
| topic_facet | Produits nouveaux - Commercialisation Produits nouveaux - Gestion Propriété intellectuelle Marketing Produktentwicklung Produktinnovation |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=002863994&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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