New product development:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Lincolnwood, Ill.
NCT Business Books
1992
|
| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXVI, 454 S. Ill., graph. Darst. |
| ISBN: | 0844233528 |
Internformat
MARC
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| 100 | 1 | |a Gruenwald, George |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a New product development |c George Gruenwald |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a Lincolnwood, Ill. |b NCT Business Books |c 1992 | |
| 300 | |a XXVI, 454 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 4 | |a New products |x Management | |
| 650 | 4 | |a Product management | |
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-003695219 | ||
Datensatz im Suchindex
| _version_ | 1804120091453816832 |
|---|---|
| adam_text | Contents
Foreword xiv
Acknowledgments xv
Introduction xix
Section 1 Need I
1. Need for Growth and Diversification 3
Key to Sales Growth 3
New Products Sustain Company 4
Diversification Is Essential 5
2. Why New Products Fail 7
The Numbers 7
Importance of New Products 11
Reasons for Failure 13
The Flip Side—Reasons for Success 27
3. The Hierarchy of New Products 31
Importance of Brand Name 32
Evolution of Existing Product 32
Expansion of a Brand or Product Franchise 35
New Entry into an Established Category 38
New Category 43
New Business 46
4. Where Do New Products Come From? 49
Why Are Some Companies More Successful? 50
The Collection Act and Seeing Differently 51
Barriers to Entry 51
Inside out and Outside in Approaches 52
5. Another Path to New Products—Acquisition 53
Rules for Successful Acquisition 54
The Role of Acquisition in Corporate Diversification
Plans 55
Why Diversify? 58
Summary Afterword 63
Section 2 Commitment 67
6. Corporate Charter 69
Corporate Charter 70
Growth Program 72
Business Disciplines 74
7. Goals—Deciding Where to Go 75
Product Portfolio Assessment 75
Establish a New Front 77
Find a Sitting Duck 77
Framework for Business Planning 78
Less Risk, More Control 82
8. Top Management Support 85
Encouraging Participation 86
Gadfly and Catalyst 86
Providing Directional Spark—and Support 87
A Few Examples 87
Support for Risk Taking 88
9. Organizing for New Products 91
Defining Goals by New Product Functions 92
Means to Fit the Needs 94
The Human Equations 99
Use of Outside Resources 100
10. A Program to Address New Product Goals 107
Phase 1: The Search for Opportunity—Compilation
of Available Data 108
Phase 2: Conception 110
Phase 3: Modeling (Prototypes) 111
Phase 4: Research and Development 113
Phase 5: Marketing Plan 114
Phase 6: Market Testing 115
Phase 7: Major Introduction 115
Program Summary 116
Summary Afterword 117
Section 3 Exploration 121
11. The Search for Opportunity—Industry Analysis 123
Sales 123
Competition 125
Customers 127
Basic Technology 128
Other Factors 134
12. Targeting—Other Perspectives 135
The Inward Look 136
The Outward Look 137
Summary Afterword 141
Section 4 Conception 143
13. Input Research 145
Problems Are Greatest Input Source 146
The Manufacturing Process 147
Getting Out and About 152
Research 155
General Observation 156
14. Ideation 157
Lateral Thinking 158
Rearrangement of Information 159
Seeing the Category Differently 161
No Holds Barred 174
15. Ideaforms 177
Communicating the Idea 177
Reducing the Candidates: Preresearch Screening 187
What s Left Goes Forward 192
16. Screening Research 195
Learning (as Well as Testing) 197
Research Guidelines 198
Screening—and Beyond 203
A Step Forward 208
Summary Afterword 209
Section 5 Modeling 213
17. The Product as Communication 215
Family Model 216
Brand Name Bank 216
Category Model 216
Trial Parts 217
Competitive Environment 219
Package Model 221
Communications Environment 222
Model Result 226
18. Research Guidelines 231
Videotaped Demonstrations 232
Use Trial Diary Panel 233
Unobserved Observation 236
Conventional, Projectable Methods 236
Mathematical Model Research 239
Testing Communications Models 241
Positioning Advertising Copy Testing (PACT) 247
Summary Afterword 251
Section 6 Marketing 253
19. Plan, Simulation, Selection 255
Fact Book Planning Guide 256
Preparing the Executive Summary 259
The Planning Process 262
Simulation 266
Test Market Selection 268
Show and Tell 273
20. New Product Communications 275
The Product Itself 276
Product Performance 276
The Name 277
The Package—Face, Form, Function 279
Its Price 282
The Display 283
The Advertising 284
The Organizing Communications Concept 285
21. Media/Promotion/Payout 289
Serving Selfish Interests 290
Media Planning Guidelines 299
The Role of Public Relations 302
Effective Introductory Promotions 304
Payout 306
Summary Afterword 309
Section 7 Market Testing 311
22. Start and Monitor 313
Getting Off the Ground 314
Programmed Introductory Goals 314
Coping with a Slow Start 314
Coping with a Fast Start 314
Paired Market Sets 315
Premature Success 316
Early Failure 316
So So Introduction 317
23. Assess and Expand 319
Understand the Plan 319
Assessment Steps 320
Meaning of Awareness 321
Managing the Expansion 324
Where Do You Go from Here? 326
Summary Afterword 327
Section 8 Major Introduction 329
24. And Now What? 331
Comprehensive Marketing Plan 331
Maintaining the Entrepreneurial Spirit 333
New Product Lessons 335
Appendix 1 Case Histories 337
A. Gillette Sensor Razor 343
B. Land 0 Lakes Margarine 355
C. Toro Power Shovel 383
Appendix 2 399
A. New Products Checklist 401
B. New Products Responsibility Checklist 413
C. Legal Clearance for Inventions 417
D. Checklist for Written Agreements with New Products
Services 425
E. Sample New Products Agreements with Advertising
Agencies 427
F. Decision Considerations 439
Bibliography 443
About the Author
Index
Illustrations, Tables,
Graphs
Figure 1 Responsibility for Preparing Plans xxii
Figure 2 Responsibility for Approving Plans xxiii
Table 2 1 Success rates for major new products over a five year
period 8
Table 2 2 How management views the acceptability of new product
success rates achieved 10
Table 2 3 Studies of new product failure rates 13
Figure 2 1 Factors associated with success in new product
development 28
Figure 2 2 Conditions that would encourage new product development
28
Fieure 2 3 Booz Allen Hamilton s new products management
scorecard 30
Fieure 3 1 Land O Lakes spread extensions 37
Figure 3 2 Motorola Wrist Watch Pager 41
Fieure 3 3 Depend Absorb Loc TV Storyboard 45
Figure 3 4 Development perspective 48
Fieure 4 1 Where companies get ideas for new products and business
ventures 50
Fieure 5 1 Diversification approaches 60
Fieure 6 1 New products possible growth model 73
Figure 7 1 The strategic gameboard 79
Figure 7 2 A framework for business planning 80
Fieure 9 1 Relationship of new product responsibilities by department
B 93
Figure 13 1 Hunter Industries assembly carousel 148
Figure 13 2 Photographing shelf setups in France 154
Figure 14 1 Ideation 158
Figure 14 2 Result of a creative jam session 166
Figure 14 3 Synectics 167
Figure 14 4 Roll playing 169
Figure 14 5 List making 171
Figure 15 1 In house evaluation scoresheet 179
Figure 15 2 Concept illustrations 185
Figure 15 3 Concept illustrations—same product, different messages
186
Figure 15 4 Concept illustrations—buttery tasting 187
Figure 15 5 Concept illustrations—humidifier and bubble bath 188
Figure 15 6 Concept sorting 189
Figure 15 7 The Edsel vs. today s research 191
Figure 16 1 Concept screening 206
Figure 17 1 Prototype models 218
Figure 17 2 Fruit syrup 220
Figure 17 3 New instant bacon prototype 223
Figure 17 4 Hair color appeals 226
Figure 17 5 Preparing a prototype commercial 228
Figure 18 1 Product development 234
Figure 18 2 Model inputs 242
Figure 19 1 Most important changes in procedures for preparing plans
263
Figure 19 2 The test market dollar 272
Figure 20 1 Facial tissue packages 282
Figure 20 2 Poppin fresh, the Pillsbury Doughboy 288
Figure 21 1 Four ready to eat cereals—retail sales 292
Figure 21 2 Four ready to eat cereals—advertising expenditures 293
Figure 21 3 Four ready to eat cereals—consumer demand 294
Figure 21 4 Four ready to eat cereals—effective distribution 295
Figure 21 5 Four ready to eat cereals—marketing model 296
Figure 21 6 Four ready to eat cereals—revised marketing model 297
Figure 21 7 Four ready to eat cereals—retail sales projection 298
Figure 21 8 Basic life cycle of products 307
Figure A l Gillette marketing highlights 347
Figure A 2 Introductory TV commercial 349
Figure B l Margarine shares and prices—1970 357
Table B l Competitive ad spending 359
Figure B 2 Position posters for LOL Margarine 361
Figure B 3 Spokescow commercial 370
Table B 2 Research on TV creative approaches 371
Figure B 4 Forms of Land O Lakes Margarine 372
Figure B 5 Store planogram 373
Figure B 6 Media planning chart 376
Table B 3 Awareness and usage (mini markets) 377
Table B 4 Retail distribution (conventional markets) 378
Table B 5 Index of purchases 379
Table B 6 Competitive overview 380
Table B 7 LOL Margarine market share (%) 381
Figure C l Toro snow removers 387
Figure C 2 Toro Power Shovel 389
Figure C 3 Ad positioning test 390
Table C l Prospects for Power Shovel 393
Figure C 4 Introductory TV commercial 395
|
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| illustrated | Illustrated |
| indexdate | 2024-07-09T16:36:34Z |
| institution | BVB |
| isbn | 0844233528 |
| language | English |
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| physical | XXVI, 454 S. Ill., graph. Darst. |
| publishDate | 1992 |
| publishDateSearch | 1992 |
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| publisher | NCT Business Books |
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| spelling | Gruenwald, George Verfasser aut New product development George Gruenwald 2. ed. Lincolnwood, Ill. NCT Business Books 1992 XXVI, 454 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier New products Management Product management Produktentwicklung (DE-588)4139402-1 gnd rswk-swf Produktinnovation (DE-588)4047346-6 gnd rswk-swf Produktinnovation (DE-588)4047346-6 s Produktentwicklung (DE-588)4139402-1 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=003695219&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Gruenwald, George New product development New products Management Product management Produktentwicklung (DE-588)4139402-1 gnd Produktinnovation (DE-588)4047346-6 gnd |
| subject_GND | (DE-588)4139402-1 (DE-588)4047346-6 |
| title | New product development |
| title_auth | New product development |
| title_exact_search | New product development |
| title_full | New product development George Gruenwald |
| title_fullStr | New product development George Gruenwald |
| title_full_unstemmed | New product development George Gruenwald |
| title_short | New product development |
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| topic | New products Management Product management Produktentwicklung (DE-588)4139402-1 gnd Produktinnovation (DE-588)4047346-6 gnd |
| topic_facet | New products Management Product management Produktentwicklung Produktinnovation |
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