New product forecasting: an applied approach
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Armonk, NY
Sharpe
2006
|
| Schlagworte: | |
| Online-Zugang: | Table of contents only Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references (p. 149-152) and index |
| Beschreibung: | XVIII, 157 S. graph. Darst. 24 cm |
| ISBN: | 0765616092 0765616106 |
Internformat
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| 245 | 1 | 0 | |a New product forecasting |b an applied approach |c Kenneth B. Kahn |
| 264 | 1 | |a Armonk, NY |b Sharpe |c 2006 | |
| 300 | |a XVIII, 157 S. |b graph. Darst. |c 24 cm | ||
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| 500 | |a Includes bibliographical references (p. 149-152) and index | ||
| 650 | 7 | |a Marketing |2 gtt | |
| 650 | 7 | |a Productontwikkeling |2 gtt | |
| 650 | 7 | |a Prognoses |2 gtt | |
| 650 | 4 | |a New products |x Forecasting |x Methodology | |
| 650 | 4 | |a Product management | |
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Datensatz im Suchindex
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| adam_text | Contents
Foreword
Martin Joseph and Alec Finney xi
Preface xv
Parti. Foundations of Applied New Product Forecasting 1
1. Introduction to Applied New Product Forecasting 3
Clarifying the Terminology of Product, Service, or Offering 4
A New Product Forecasting Directive 5
Beginning the New Product Forecasting Endeavor 5
Types of New Product Estimates 6
New Product Planning Versus New Product Forecasting 7
Types of New Products 7
New Product Forecasting Techniques 10
New Product Forecasting Strategy: Linking Techniques
to Type of New Product 15
Key Concepts 18
Discussion Questions 18
2. New Product Development and New Product Forecasting:
Process and Structure 19
The New Product Development Process 20
Using Teams to Structure New Product Development 21
The New Product Forecasting Process 25
Assumptions Management 32
S OP and New Product Forecasting 33
Key Concepts 34
Discussion Questions 35
vii
viii CONTENTS
Part II. New Product Forecasting Techniques 37
3. Judgmental New Product Forecasting Techniques 39
Jury of Executive Opinion 39
Sales Force Composite 41
Scenario Analysis 41
Delphi Method 42
Assumptions-Based Modeling 44
Using Assumptions-Based Models to Identify Critical
Assumptions and Examine Risk 54
Decision Trees 57
Markov Process Model 63
Key Concepts 67
Discussion Questions 67
4. Customer/Market Research Techniques for
New Product Forecasting 68
Concept Testing 68
Product Use Testing 70
Market Testing 71
Conjoint Analysis 72
Quality Function Deployment 77
The Kano Model 82
Key Concepts 83
Discussion Questions 84
5. Time Series Techniques for New Product Forecasting 85
Looks-Like Analysis (Analogous Forecasting) 86
Diffusion Modeling 90
Composite Curve Approach 95
Key Concepts 96
Discussion Questions 96
6. Regression Analysis for New Product Forecasting 98
Correlation 98
Regression Analyses 99
Final Comments on Regression Analyses 110
Key Concepts 111
Discussion Questions 111
CONTENTS ix
Part III. Managerial Considerations for Applied New
Product Forecasting 113
7. Special Topics in New Product Forecasting 115
Understanding the Launch Phenomenon 115
The Launch Cycle 119
Prelaunch Preparation: Launch Control Protocol 120
Launch Tracking and the Launch Scorecard 122
Special New Product Forecasting Issues 123
Key Concepts 128
Discussion Questions 128
8. New Product Forecasting Benchmarks 129
Review of Literature on New Product Forecasting Practices 129
New Product Forecasting Benchmarks 131
Final Observations 145
Implications for Your Company s New Product Forecasting Process 147
Key Concepts 148
Discussion Questions 148
References 149
Index 153
|
| adam_txt |
Contents
Foreword
Martin Joseph and Alec Finney xi
Preface xv
Parti. Foundations of Applied New Product Forecasting 1
1. Introduction to Applied New Product Forecasting 3
Clarifying the Terminology of Product, Service, or Offering 4
A New Product Forecasting Directive 5
Beginning the New Product Forecasting Endeavor 5
Types of New Product Estimates 6
New Product Planning Versus New Product Forecasting 7
Types of New Products 7
New Product Forecasting Techniques 10
New Product Forecasting Strategy: Linking Techniques
to Type of New Product 15
Key Concepts 18
Discussion Questions 18
2. New Product Development and New Product Forecasting:
Process and Structure 19
The New Product Development Process 20
Using Teams to Structure New Product Development 21
The New Product Forecasting Process 25
Assumptions Management 32
S OP and New Product Forecasting 33
Key Concepts 34
Discussion Questions 35
vii
viii CONTENTS
Part II. New Product Forecasting Techniques 37
3. Judgmental New Product Forecasting Techniques 39
Jury of Executive Opinion 39
Sales Force Composite 41
Scenario Analysis 41
Delphi Method 42
Assumptions-Based Modeling 44
Using Assumptions-Based Models to Identify Critical
Assumptions and Examine Risk 54
Decision Trees 57
Markov Process Model 63
Key Concepts 67
Discussion Questions 67
4. Customer/Market Research Techniques for
New Product Forecasting 68
Concept Testing 68
Product Use Testing 70
Market Testing 71
Conjoint Analysis 72
Quality Function Deployment 77
The Kano Model 82
Key Concepts 83
Discussion Questions 84
5. Time Series Techniques for New Product Forecasting 85
Looks-Like Analysis (Analogous Forecasting) 86
Diffusion Modeling 90
Composite Curve Approach 95
Key Concepts 96
Discussion Questions 96
6. Regression Analysis for New Product Forecasting 98
Correlation 98
Regression Analyses 99
Final Comments on Regression Analyses 110
Key Concepts 111
Discussion Questions 111
CONTENTS ix
Part III. Managerial Considerations for Applied New
Product Forecasting 113
7. Special Topics in New Product Forecasting 115
Understanding the Launch Phenomenon 115
The Launch Cycle 119
Prelaunch Preparation: Launch Control Protocol 120
Launch Tracking and the Launch Scorecard 122
Special New Product Forecasting Issues 123
Key Concepts 128
Discussion Questions 128
8. New Product Forecasting Benchmarks 129
Review of Literature on New Product Forecasting Practices 129
New Product Forecasting Benchmarks 131
Final Observations 145
Implications for Your Company's New Product Forecasting Process 147
Key Concepts 148
Discussion Questions 148
References 149
Index 153 |
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| index_date | 2024-07-02T21:06:41Z |
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| language | English |
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| spelling | Kahn, Kenneth B. Verfasser aut New product forecasting an applied approach Kenneth B. Kahn Armonk, NY Sharpe 2006 XVIII, 157 S. graph. Darst. 24 cm txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references (p. 149-152) and index Marketing gtt Productontwikkeling gtt Prognoses gtt New products Forecasting Methodology Product management Prognoseverfahren (DE-588)4358095-6 gnd rswk-swf Neues Produkt (DE-588)4171552-4 gnd rswk-swf Marktentwicklung (DE-588)4123713-4 gnd rswk-swf Neues Produkt (DE-588)4171552-4 s Marktentwicklung (DE-588)4123713-4 s Prognoseverfahren (DE-588)4358095-6 s b DE-604 http://www.loc.gov/catdir/toc/ecip069/2006005481.html Table of contents only HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016538588&sequence=000010&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Kahn, Kenneth B. New product forecasting an applied approach Marketing gtt Productontwikkeling gtt Prognoses gtt New products Forecasting Methodology Product management Prognoseverfahren (DE-588)4358095-6 gnd Neues Produkt (DE-588)4171552-4 gnd Marktentwicklung (DE-588)4123713-4 gnd |
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| title | New product forecasting an applied approach |
| title_auth | New product forecasting an applied approach |
| title_exact_search | New product forecasting an applied approach |
| title_exact_search_txtP | New product forecasting an applied approach |
| title_full | New product forecasting an applied approach Kenneth B. Kahn |
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| title_full_unstemmed | New product forecasting an applied approach Kenneth B. Kahn |
| title_short | New product forecasting |
| title_sort | new product forecasting an applied approach |
| title_sub | an applied approach |
| topic | Marketing gtt Productontwikkeling gtt Prognoses gtt New products Forecasting Methodology Product management Prognoseverfahren (DE-588)4358095-6 gnd Neues Produkt (DE-588)4171552-4 gnd Marktentwicklung (DE-588)4123713-4 gnd |
| topic_facet | Marketing Productontwikkeling Prognoses New products Forecasting Methodology Product management Prognoseverfahren Neues Produkt Marktentwicklung |
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