New product development for dummies:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Hoboken, NJ
Wiley
2007
|
| Schriftenreihe: | For dummies
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXII, 357 S. |
| ISBN: | 9780470117705 |
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| 245 | 1 | 0 | |a New product development for dummies |c by Robin Karol and Beebe Nelson |
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-017185356 | ||
Datensatz im Suchindex
| _version_ | 1804138710661332992 |
|---|---|
| adam_text | Contents at a Glance
Foreword... m
Introduction /
Parti: The Basics of New Product Development 9
Chapter 1: It Takes a Company 11
Chapter 2: What Are You Developing, and Why? 23
Chapter 3: Defining Your Product Strategy 37
Part 11: Charting the Ocean of
Opportunity for Mew Products 59
Chapter 4: What Do Your Customers Really Want? 61
Chapter 5: Turning Your Company into an Idea Factory 89
Chapter 6: Picking Winners and Losing Losers 115
Chapter 7: Making the Most of Technology 127
Chapter 8: Focusing Your NPD Efforts 147
Part HI: Navigating the Rider of
Product Development 165
Chapter 9: One Foot in Front of the Other: The Product Development Process ...167
Chapter 10: Organizing the NPD Troops 191
Chapter 11: Managing Your Corporation s NPD Resources 211
Chapter 12: Using Reviews to Keep Projects on Track 233
Chapter 13: Launching Products for Market Success 253
Part IV: NevV Challenges in Product development 271
Chapter 14: Developing Products in the Digital Age 273
Chapter 15: Product Development Goes Global 287
Chapter 16: Choose Your Partner! Partners in Product Development 303
Part V: The Part of Tens 317
Chapter 17: Ten Ideas on Ways to Test Your New Products 319
Chapter 18: Ten (Or More) Ways to Track Your Innovation Efforts 329
Appendix: Business Case Outline 339
Index 3m
Table of Contents
Foreu/ord... ..........mi
Introduction /
About This Book 1
Conventions Used in This Book 2
What You re Not to Read 2
Foolish Assumptions 3
How This Book Is Organized 5
Part I: The Basics of New Product Development 5
Part II: Charting the Ocean of Opportunity for New Products 5
Part III: Navigating the River of Product Development 6
Part IV: New Challenges in Product Development 6
Part V: The Part of Tens 6
Icons Used in This Book 7
Where to Go from Here 7
Part h The Basics of New Product development 9
Chapter 1: It Takes a Company 11
The Requirements of NPD Success 12
Moving from Product Possibility to Market Reality 13
Discovering opportunities 14
Developing the product 14
Launching the product 15
Identifying the Roles of the Functions 15
Marketing 16
R D 16
Manufacturing 16
Service 17
Packaging 17
Distribution 18
Information technology 18
Finance 19
Human resources 19
Regulatory, legal, and standards 19
New Product Development For Dummies
Playing Your Part in Product Development 20
Executives 20
Functional heads 20
Business leaders 21
New product development team members 21
Review committee members 22
Functional support people 22
Chapter 2: What Are You Developing, and Why? 23
Growing Your Business: Market Expansion,
Acquisition, or Innovation? 24
Assessing the Importance of New Products in Your Growth Plans 25
Identifying the Role of NPD for Your Company 26
Defining the Types of New Products 29
Breakthrough products 30
Platform products 32
Derivative and support products 33
Balancing your product portfolio 34
Making the Most of Products, Services, Solutions, and Experiences 34
Chapter 3: Defining Your Product Strategy 37
Understanding the Market 38
Assessing markets 38
Comparing markets with a market portfolio 39
Opportunities in Existing Product Lines 41
Mapping product lines 42
Understanding the product Iifecycle 47
Constructing Your Profit Model 53
Deciding what your customers will pay for 54
Making yourself at home in your industry value chain 55
Fitting Your New Product Lines with Your Brand 56
Every brand has an image — what s yours? 57
Do your product concepts build your brand? 57
Can you connect your brand and your new product strategy? 58
Part 11: Charting the Ocean of
Opportunity (or Neut Products S9
Chapter 4: What Do Your Customers Really Want? 61
Dissecting the Customer Visit Process 61
Building the Foundation for the Customer Visit Program 62
Identifying an opportunity 63
Assembling your customer visit team 64
Creating and choosing from a customer pool 66
Scheduling the customer visits 69
Table of Contents
Dipping Your Toes into the Visiting Process 70
Preparing a visit guide 71
Conducting practice interviews 73
Practicing your information collection 76
Baby steps: The first visit 77
Working out the kinks: The mid-course debrief 79
The Final Push 80
Tackling the rest of the visits 80
Assembling the visit data 80
Staying in touch with customers 81
Distilling the Results: Images and Requirements 82
Organizing the image information 82
Writing product requirements: What does
your customer want? 85
Quantifying the Results of the Customer Visit Program 88
Chapter 5: Turning Your Company into an Idea Factory 89
Drafting Your Creative Teams 90
Identifying creativity styles 91
Uniting the styles and functions 91
Enticing customers to participate 92
Setting Up and Opening the Creative Session 94
Informing the participants 95
Providing a conducive environment: The devil s in the details 95
Breaking the ice 96
Presenting the problem and the ground rules 96
Getting Creative by Thinking Outside the Box 98
First things first: Emptying the box 99
Brainstorming 100
Mindmapping 102
Setting sail on a creative excursion 103
Using Your Knowledge of the Customer to Inspire Solutions 104
The objective: Enabling the customer to do what he wants 104
The solution: Putting together ideas to form concepts 106
Dipping into Your Bag of Tricks to Make Creative Sessions
Even More Creative 107
Bring in the experts! 107
Enlisting the team s artistic right brain
in the creative process 110
Chapter 6: Picking Winners and Losing Losers 115
Screening Your Ideas and Developing New Concepts 116
Narrowing the field with an Idea Screen 117
Turning winning ideas into concepts 121
Improving Your Concepts with Quality Function Deployment 123
Turning Losing Concepts into Assets 125
New Product Development For Dummies
Chapter 7: Making the Most of Technology 127
Recognizing the Importance of Inventorying Your Technology 128
Surveying Ways to Inventory Your Technology 129
Spider charts 130
Technology roadmaps 132
Connecting Technology Capabilities to Products and Markets 138
Mapping the strategic geography 139
Mapping product/technology evolution 140
Developing or Finding the Necessary Technology 142
Creating an agenda for technology development 143
Getting a little help from your friends 145
Chapter 8: Focusing Your NPD Efforts 147
Setting NPD Targets 148
Financial targets 148
Market share targets 151
Percent-of-sales targets 152
Including Partners in New Product Development 153
What should you keep inside? 153
What can you get from a partner? 154
What can you buy? 155
Managing Your Business to Achieve Your NPD Goals 156
Corporate/business measures 157
Team measures 157
Functional measures 158
Process measures 160
Uniting Your NPD Efforts with an Internal Communication Plan 161
Making sure your plan starts at the top 162
Assigning a plan leader 162
Ensuring that team members know
their roles and play them well 164
Part 111: Nariaating the Ritfer of
Product Development 165
Chapter 9: One Foot in Front of the Other:
The Product Development Process 167
Connecting Research to Development: The Fuzzy Front End 168
Phase 1: Navigating from the Ocean to the River 168
The Idea Screen and the Concept Brief 169
The Concept Review 169
Phase 2: The Business Case Phase 170
Preparing the business case 171
Conducting the Feasibility Review 172
Table of Contents
Phase 3: The Development Phase 172
Defining the product 172
Designing the product 175
Developing the product 176
Testing the product 177
Reviewing from development to launch 178
Phase 4: Launch and Commercialization 179
Making the Product Development Process Work for You 180
Right-sizing the process for your company 181
Deciding how many reviews to hold 182
Involving the Functions in the NPD Process 183
How will my function benefit? 184
Tailoring functional processes to support NPD 185
Relating to Management during the NPD Process 186
How do 1 manage the politics of NPD? 186
Tailoring business processes to support NPD 188
Understanding and Managing NPD Risk 188
Preparing for risk 188
Using the NPD process to increase
knowledge and decrease risk 190
Chapter 10: Organizing the NPD Troops 191
What Makes Teams Fly? 191
Understanding Why Cross-Functional Teams Are Special 193
Leading Cross-Functional Teams 194
Taking the Cross Out of Cross-Functional Teams 196
Preparing for Engagement: Assembling and
Equipping Your NPD Team 198
Commissioning the troops, chartering the team 198
Combining necessary skills and experience 199
Getting everyone acquainted 200
Putting people on the same page with a project plan 201
Figuring out how to work, together and apart 203
Acquiring functional support 205
Defining the Troops Roles and Responsibilities 205
The core team 206
The extended team 207
Organizing Your NPD Teams 207
Chapter 11: Managing Your Corporation s NPD Resources 211
Is Your Company a Weil-Oiled Machine or a Herd of Cats? 212
Filling and Balancing Your NPD Portfolio 213
Focusing your portfolio with disciplined
portfolio management processes 214
Using different criteria to shape your portfolio 216
Resourcing New Product Projects in the Development Pipeline 219
Managing the product development pipeline 220
Understanding a project s resource needs 221
New Product Development For Dummies
Securing functional resources 222
Going outside for resource help 223
Keeping the product development pipeline flowing 224
Shortening Cycle Time 225
Getting to profits within the window of opportunity 225
Spending more time upfront to reduce rework later 226
Knowing when fast becomes too fast 228
Practicing the Discipline of No Waste 229
Lean development 229
Six Sigma 230
Chapter 12: Using Reviews to Keep Projects on Track 233
Understanding the Purpose of Reviews 234
Is the project still on track? 234
Does the project still make financial sense? 235
Abiding by the Rules for a Successful Review 236
Provide clear guidelines for team deliverables 237
Train the reviewers to know what to look for 238
Do the necessary team prep work 239
Ensure complete review attendance 240
Communicate review decisions 241
For Reviewers: Knowing When and How to Say No 242
When (and why) to stop projects 242
How to stop a project 243
Making Review Meetings Work 244
Inviting the right people to the review 244
Following a clear meeting plan 245
Ending with a clear decision 246
Keeping review records 247
The Prose of Finance and Strategy: Writing a
Project s Business Case 247
Drafting the preliminary business case 247
Factoring in project financials 249
Updating the prelims to draft the full business case 250
Creating out-of-bounds criteria 251
Chapter 13: Launching Products for Market Success 253
Preparing for a Successful Launch — You Gotta Start Early 254
Naming the launch leader 254
Pulling together the launch team 255
Understanding marketing s role 255
Establishing goals for a successful launch 256
Forming the Launch Plan 257
Creating a rollout strategy 257
Determining how your new product will work with
(or replace) your existing ones 259
Ripping through possible channel strategies 260
Training your sales and service teams to
support the new product 262
Table of Contents
Utilizing test marketing and consumer trials 262
Establishing a price 263
Managing the supply chain 266
Planning for public relations (buzz and chatter) 267
Double-Checking the Details 268
Factoring In Post-Launch Evaluations 270
Part IV: Nert Challenges in Product development 271
Chapter 14: Developing Products in the Digital Age 273
Using Digital Technology to Test and Experiment 274
Computer simulation 275
Rapid prototyping 275
Combinatorial chemistry 276
Using Digital Technologies for Team Collaboration 277
Corralling product information 278
Collaborating with customers 278
Managing project information 279
Developing products in the standard Internet time zone 280
Booting Up IT to Organize Your Corporation s Innovations 283
From common to fully integrated:
Exploring the best digital technology 283
Implementing the technology tools 285
Chapter 15: Product Development Goes Global 287
Mapping the Landscape in the Global Development Game 288
Understanding your company s place in GDPD 288
Here, there, and everywhere: Figuring out where you can play....290
Surveying the Benefits of Globalization and Defining Your Strategy ....292
Going global to add capacity 292
Saving product development costs 293
Making global products 294
Deciding where to go when you go global 294
Recognizing (And Avoiding) the Risks of Globalization 295
Protecting your company s core assets and capabilities 296
Guarding your intellectual property 296
Navigating political landscapes 298
Beefing Up Your Social Skills in the Global Economy 298
What time is it there? What language are we speaking? 299
Aligning your processes and practices 301
Chapter 16: Choose Your Partner!
Partners in Product Development 303
Understanding the Open Innovation Paradigm 304
Deciding Whom to Partner With 305
New Product Development For Dummies
Structuring the Business Partner Relationship 307
Deciding how serious the relationship should be 308
Investigating the different flavors of alliances and partnerships ...309
Keeping an eye out for more potential partners 311
A Line in the Sandbox: Deciding What Assets to
Keep and What to Share 312
Unveiling the How-To s and Secrets of Collaboration 313
Writing a contract 314
Setting the frame for communication 314
Getting an A+ in alliance management 316
Part V: The Part of Tens 317
Chapter 17: Ten Ideas on Ways to Test Your New Products 319
Conducting New Product Concept Testing 320
Qualitative market research 320
Quantitative market research 321
Checking Your Progress with Prototypes 321
Going for fit, form, or function 322
Deciding which prototype is best for you 322
Giving rapid prototyping a try 324
Testing Products in Customers Hands 324
Alpha Tests 325
Beta Tests 326
Gamma Tests 326
Market Tests 327
Chapter 18: Ten (Or More) Ways to
Track Your Innovation Efforts 329
Ten (Minus Two) Ways to Keep Track of Your Teams Progress 330
Ten Ways to Measure the Health of Your
Product Development Processes 332
Ten (Divided by Two) Metrics to Make Sure
Your NPD Efforts Are Paying Off 335
Seeing Ten (Or Fewer) Measures at a
Glance with Dashboard Metrics 337
Appendix: Business Case Outline 339
Index 3U1
|
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| discipline | Wirtschaftswissenschaften |
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| spelling | Karol, Robin Verfasser aut New product development for dummies by Robin Karol and Beebe Nelson Hoboken, NJ Wiley 2007 XXII, 357 S. txt rdacontent n rdamedia nc rdacarrier For dummies Produits nouveaux New products Produktentwicklung (DE-588)4139402-1 gnd rswk-swf (DE-588)4151278-9 Einführung gnd-content Produktentwicklung (DE-588)4139402-1 s DE-604 Nelson, Beebe Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017185356&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Karol, Robin Nelson, Beebe New product development for dummies Produits nouveaux New products Produktentwicklung (DE-588)4139402-1 gnd |
| subject_GND | (DE-588)4139402-1 (DE-588)4151278-9 |
| title | New product development for dummies |
| title_auth | New product development for dummies |
| title_exact_search | New product development for dummies |
| title_full | New product development for dummies by Robin Karol and Beebe Nelson |
| title_fullStr | New product development for dummies by Robin Karol and Beebe Nelson |
| title_full_unstemmed | New product development for dummies by Robin Karol and Beebe Nelson |
| title_short | New product development for dummies |
| title_sort | new product development for dummies |
| topic | Produits nouveaux New products Produktentwicklung (DE-588)4139402-1 gnd |
| topic_facet | Produits nouveaux New products Produktentwicklung Einführung |
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