New products management:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Homewood, Ill. u.a.
Irwin
1991
|
| Ausgabe: | 3. ed. |
| Schriftenreihe: | The Irwin series in marketing
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXI, 564 S. graph. Darst. |
| ISBN: | 0256082073 |
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Datensatz im Suchindex
| _version_ | 1804123166831804416 |
|---|---|
| adam_text | Contents
PARTI
Overview and Preparation
1 THE MENU 3
Why Does This Field Deserve Study? How Does This Field
Relate to Other Courses of Study? But, How Does It Differ
from Those Other Courses? But, Don t We Study about New
Products in Other Courses, Too? OK, So What Is a New
Product? Does This Book Cover Such Things as New
Services, New Industrial Products, and New International
Products? On What Basic Ideas or Concepts Is This Field of
Activity Built? Is New Products Management an Art or a
Science? Does This Field of Activity Have a Unique
Vocabulary? What Prior Training Is Presumed? Does the
Field of New Products Offer Careers? Given All of This, What
Will We Being Doing in This Book?
2 THE NEW PRODUCTS PROCESS 23
Setting It Doesn t Work That Way The Highlighter
Saga What Happened in That Saga? The New Products
Process Where It Starts Ideation Screening Development
Commercialization Product Definition Differences by Type
of Organization Some Comments about the New Products
Process The Process Is Hard to Identify in Practice There
Are Different Views on What the Process Is Multifunctionality
Managerial Control Practice Seems to Fail Prescription
Implications for Aspiring New Products Managers Case:
Aziza Polishing Pen
3 STRATEGIC PLANNING FOR NEW PRODUCTS: THE
PRODUCT INNOVATION CHARTER 44
Setting Why Have Strategic Planning? What Form Does
Product Innovation Strategy Take? Background Section
The Focus Goals and Objectives Special Guidelines
Examples of Product Innovation Charters The Process for
Developing Charters Three Sources of Opportunities
Evaluating Opportunities Interesting Aspects Case: Apple
Computer Co.
PART II
The Ideation Stage
4 CONCEPT GENERATION: GOALS, PROCESS,
AND PEOPLE 73
Setting Where Concept Generation Fits in the Process The
Concept The Sequence Benefit plus Either Form or
Technology Getting a Testable Concept The Task of Concept
Fulfillment Skipping Some of the Stages The Process of
Ideation Nonstrategic Ideation Gathering Ideas Already
Created Creative People and Their Management Creative
People: Which Ones Are They? How to Manage the Creative
Function Case: The Kids Wise Up
5 CONCEPT GENERATION: THE PROBLEM/
SOLUTION ROUTE 94
Setting Review Determining Needs and Problems Routine
Market Contacts Problem Analysis Scenario Analysis
Solving the Problems: Group Creativity Brainstorming
Disciplines Panel Case: Six Key Trends
6 ATTRIBUTE ANALYSIS 117
Setting Attribute Analysis Attributes Dimensional
Analysis Checklists Gap Analysis Trade Off
Analysis Case: Sound
7 OTHER FORTUITOUS SCAN METHODS AND
OUTSIDE IDEAS 135
Setting Relationships Analysis About the Dimensions Used
in Relationships Analysis Two Dimensional Matrix
Morphological or Multidimensional Matrix Analogy Lateral
Search Lateral Thinking—Avoidance Forced Relationships 4
Contents xvii
Creative Stimuli Big Winner Competitive Analysis Is
There an Ideal System Combining the Best of the Many
Concept Generation Techniques? Ethics Handling the
Outside Idea Legal Background Recommended
Procedure The Waiver Acceptable Alternatives Patents
Make a Comeback Case: Golden Enterprises
PARTIH
Concept Evaluation
8 THE CONCEPT EVALUATION SYSTEM 157
Setting What s Going on in the New Products Process?
Purposes of Evaluation Balanced Product Innovation
Portfolio The Twin Streams Concept The
Cumulative Expenditures Curve The Risk Matrix The Decay
Curve Planning the Evaluation System Everything Is
Tentative Potholes The People Dimension Surrogates
Case: Concept Development Corporation
9 CHARTER AND PRESCREENING 175
Setting The Product Innovation Charter Market Analysis
Initial Reaction Concept Testing and Development What
Is a New Product Concept? The Purposes of Concept
Testing Research Procedure Prepare Concept Statement
Define the Respondent Group Select Response Situation
Prepare the Interviewing Sequence Trial Interviewing
Interview, Tabulate, Analyze Conclusions Case: Wolverine
Car Wash
10 THE FULL SCREEN 196
Setting Purposes of the Full Screen Screening Alternatives
Simple Judgment Single Drive Decisions Portfolio
Models Financial Model Checklists Scoring Models The
Scoring Model Introductory Concept The Procedure
Profile Sheet A Research Based Model Special Aspects
Protocol Examples The Process The Recommended
Format The Overall System Testing the Prototype Against
the Protocol Repeat the Concept Test Case: Wilson Sporting
Goods
11 PRODUCT USE TESTING 219
Setting Is Product Use Testing Necessary? Are These
Arguments Correct? The Problem of Beta Testing Types of
Ksoments
Product Use Testing Purposes of Product Use Testing
Testing Dimensions A. Testing Dimensions Concerning What
We Need to Learn B. Testing Dimensions Concerning
Contacting Test Groups C. Testing Dimensions Concerning
Product Usage D. Testing Dimensions Concerning the
Product Itself E. Testing Dimensions Concerning
Measurement and Analysis Special Problems Services
Case: The Cat Challenger 65
12 MARKET TESTING: PSEUDO SALE 248
Setting Where We Are in the Process What Market Testing
Is All About Purposes of Market Testing The A T R Model
Where Do We Get the Figures for the A T R Model?
Methods of Market Testing Pseudo Sale Controlled I
Sale Full Sale Systems Pseudo Sale Methods
Speculative Simulated Test Marketing (STM) Case:
Electronic Measurements, Inc.
13 MARKET TESTING: CONTROLLED SALE AND
FULL SALE 270
Setting Controlled Sale Informal Selling Direct Marketing
Minimarkets Scanner Markets Full Sale Test Marketing
Limited Marketing (Roll Out) Case: Square D Remote Lamp
Dimmer
14 FINANCIAL ANALYSIS 290 f
Setting Where We Are at the Moment Financial Analysis Is
a Continuing Process When to Finalize It? Traditional
Financial Analysis for New Products Compiling the Key
Data Other Considerations Simplified Version Sales
Forecasting Special Views The Strong Leader The Use of
Predictors Put Risk back into the Game New Accounting
Methods Case: Bay City Electronics
PART IV
Commercialization
15 CONTROL AND LAUNCH CYCLE 315
Setting The Concept of Managerial Control The
Requirements of Control Planning and Reporting Systems
Used Inherent Problems The Launch Cycle Pre Launch
Preparation Announcement Beachhead Growth
i
Contents xix
Variations in the Above Phases Adoption and Diffusion of
Innovation Case: The Cyclotron Corp.
16 THE MARKETING PLAN 335
Setting The Marketing Plan Contents Management of the
Task Strategy Target Market Alternatives Making the
Decision The Broaden the Market Syndrome Positioning
Alternatives in Positioning Surrogates Defined The Decision
Process Cautions Marketing Mix Options in Marketing
Mix Strategy Case: Barstow Chemical Co.
17 TOOLS OF THE MARKETING MIX 357
Setting Product as a Marketing Tool The Physical Good or
Service Procedure Branding Packaging Other Aspects of
the Product Tool The Other Three Marketing Tools
! Relationships with Personnel from the Other Tools Price as a
Positive Marketing Tool Every Marketing Tool Should Be
Given a Role to Play The Forgotten Tools Changes during
Launch Variations Abound Case: Chilled Foods
18 POST LAUNCH CONTROL 381
Setting What We Mean by Launch Control The Launch
Control System Step One: Spotting Potential Problems Step
Two: Selecting the Control Events Step Three: Developing
Contingency Plans Step Four: Designing the Tracking
System A Sample Launch Control Plan Objections to
Launch Control No Launch Control on Temporary
Products Product Failure Case: Interfoods Inc.: Valley
Butter
PARTV
Structure/Environment
19 ORGANIZING FOR NEW PRODUCTS 407
Setting The Situation Today Getting Ready The Options
The Hidden Power of the Team Other Terms and
Approaches Another Look at Projectization Caution
Summary of Operating Characteristics and Making a
Selection Is There an Ideal Organizational Form?
Complexities of Structure behind the Teams Small Is
Good Roles/Participants Entrepreneurship Outside Service
Organizations Outside Coupling, Joint Ventures Global
Case: Marko Products
Contents
20 MANAGING THE PROCESS 432
Setting Why Management Is Important Overall Styles of
Management The Role of Top Management Making Teams
Work Getting Started Team Building Selecting the
Leader Selecting the Team Members Ongoing Management
of the Team Closing the Team Down Special Problems and
Activities Battling Bureaucracy Last Minute Changes
Case: P G and the Great Team Switch
21 PUBLIC POLICY ISSUES: PRODUCT LIABILITY 453
Setting The Way It Was The Way It Is Bigger Picture: A
Cycle of Concerns Phase I: Stirring Phase II: Trial
Support Phase III: The Political Arena Phase IV:
Regulatory Adjustment Business Attitudes toward Product
Issues Scope of the Problem Current Problem Areas
Product Liability Status Today Typology of Injury Sources
Caution The Four Legal Bases for Product Liability Other
Legislation Attempts at Standardization and Clarification
Current Situation Case: Hartz Mountain and Blockade Tick
and Flea Spray
22 PUBLIC POLICY ISSUES (CONTINUED) 474
Setting Quality of the Purchase Decision Inadequate or
Incorrect Information Consumers Buying Habits Are Casual
and Careless Simultaneous Excessive Choice and Inadequate
Choice Twisted Priorities Product Performance Morality
Monopoly Ecology The Underlying Residual Issues What
Are Reasonable Goals for Action Here? Can the Market
System Rule? The Trade Off Problem How Should We Meet
Needs that the Market Apparently Cannot Meet? Where
Should the Costs Fall? What Are New Products Managers
Doing about All This? Strategy and Policy Control
Systems Product Testing Market Testing Education
External Affairs Personal Ethics Case: Trintex, by IBM
and Sears
23 CONCLUSION: THE FUTURE AND
OTHER THOUGHTS 495
Setting Future Changes in the Environment for Product
Innovation Positive Forces Negative Forces Conclusion
Future Changes in the Process of Product Innovation The
Process as a Whole In the Strategy Phase In the
Organization Phase In the Concept Generation Phase In the
Evaluation Phase In the Commercialization Phase
Contents xxi
Specific New Products or Types of New Products Concluding
Matters Complaints of CEOs about New Products
Managers Evaluating an Ongoing Product Innovation
System
Appendix A: Sources of Ideas Already Generated 511
Appendix B: Other Techniques of Concept Generation 517
Appendix C: Small s Ideation Stimulator Checklist 523
Appendix D: Glossary 527
Bibliography 552
Index 555
f
!
|
| any_adam_object | 1 |
| author | Crawford, Charles M. |
| author_facet | Crawford, Charles M. |
| author_role | aut |
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| dewey-full | 658.5/75 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.5/75 |
| dewey-search | 658.5/75 |
| dewey-sort | 3658.5 275 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 3. ed. |
| format | Book |
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| id | DE-604.BV008813464 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T17:25:27Z |
| institution | BVB |
| isbn | 0256082073 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-005830814 |
| oclc_num | 21443567 |
| open_access_boolean | |
| owner | DE-945 |
| owner_facet | DE-945 |
| physical | XXI, 564 S. graph. Darst. |
| publishDate | 1991 |
| publishDateSearch | 1991 |
| publishDateSort | 1991 |
| publisher | Irwin |
| record_format | marc |
| series2 | The Irwin series in marketing |
| spelling | Crawford, Charles M. Verfasser aut New products management C. Merle Crawford 3. ed. Homewood, Ill. u.a. Irwin 1991 XXI, 564 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier The Irwin series in marketing New products Management Neues Produkt (DE-588)4171552-4 gnd rswk-swf Produktmanagement (DE-588)4125960-9 gnd rswk-swf Produktentwicklung (DE-588)4139402-1 gnd rswk-swf Innovation (DE-588)4027089-0 gnd rswk-swf Produktplanung (DE-588)4135135-6 gnd rswk-swf Management (DE-588)4037278-9 gnd rswk-swf Produktinnovation (DE-588)4047346-6 gnd rswk-swf Produktmarketing (DE-588)4134049-8 gnd rswk-swf Produktplanung (DE-588)4135135-6 s Neues Produkt (DE-588)4171552-4 s DE-604 Produktmanagement (DE-588)4125960-9 s 1\p DE-604 Produktinnovation (DE-588)4047346-6 s Management (DE-588)4037278-9 s 2\p DE-604 Produktmarketing (DE-588)4134049-8 s 3\p DE-604 4\p DE-604 Innovation (DE-588)4027089-0 s 5\p DE-604 Produktentwicklung (DE-588)4139402-1 s 6\p DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=005830814&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 3\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 4\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 5\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 6\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Crawford, Charles M. New products management New products Management Neues Produkt (DE-588)4171552-4 gnd Produktmanagement (DE-588)4125960-9 gnd Produktentwicklung (DE-588)4139402-1 gnd Innovation (DE-588)4027089-0 gnd Produktplanung (DE-588)4135135-6 gnd Management (DE-588)4037278-9 gnd Produktinnovation (DE-588)4047346-6 gnd Produktmarketing (DE-588)4134049-8 gnd |
| subject_GND | (DE-588)4171552-4 (DE-588)4125960-9 (DE-588)4139402-1 (DE-588)4027089-0 (DE-588)4135135-6 (DE-588)4037278-9 (DE-588)4047346-6 (DE-588)4134049-8 |
| title | New products management |
| title_auth | New products management |
| title_exact_search | New products management |
| title_full | New products management C. Merle Crawford |
| title_fullStr | New products management C. Merle Crawford |
| title_full_unstemmed | New products management C. Merle Crawford |
| title_short | New products management |
| title_sort | new products management |
| topic | New products Management Neues Produkt (DE-588)4171552-4 gnd Produktmanagement (DE-588)4125960-9 gnd Produktentwicklung (DE-588)4139402-1 gnd Innovation (DE-588)4027089-0 gnd Produktplanung (DE-588)4135135-6 gnd Management (DE-588)4037278-9 gnd Produktinnovation (DE-588)4047346-6 gnd Produktmarketing (DE-588)4134049-8 gnd |
| topic_facet | New products Management Neues Produkt Produktmanagement Produktentwicklung Innovation Produktplanung Management Produktinnovation Produktmarketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=005830814&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT crawfordcharlesm newproductsmanagement |