New products management:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Boston [u.a.]
McGraw-Hill
2011
|
| Ausgabe: | 10. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVI, 576 S. graph. Darst. |
| ISBN: | 9780073404806 0073404802 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804139315608944640 |
|---|---|
| adam_text | Titel: New products management
Autor: Crawford, Charles M.
Jahr: 2011
Contents
PART ONE Phase 2: Concept Generation 32
OVERVIEW AND OPPORTUNITY
IDENTIFICATION/SELECTION 3
Phase 3: Concept/Project Evaluation 32
Phase 4: Development 33
Phase 5: Launch 34
Evaluation Tasks Throughout the New
Chapter 1 Products Process 35
The Strategic Elements of Product Speeding the Product to Market 38
Development 5 Risks and Guidelines in Speeding to Market 41
-, . j- What about New Services? 44
-rt Tg t rxr o j ,. c What about New-to-the-World Products? 46
The Importance of New Products 6 , . ^ ,, , ,, tvT t-. ,
r-,, , ,. ,. j XT n . . Closing Thoughts about the New Products
Globalization and New Product ° _x
t-. , . 0 Process 52
Development 8
How Product Development Is Different 11 r
What Is a New Product, and What Leads , ,
, ,-, t 1 o Case: Iastykake Sensables 55
to Success? 13 -L
t-v tu- -r- u r a j.- •«. tj- tt • Case: The Levacor Heart Pump 5/
Does this Held ot Activity Have a Unique r
Vocabulary? 16
Does the Field of New Products Offer Chapter 3
Careers? 17 Opportunity Identification and
ThDeveToe8mentemi8 ^ ^ ^^^ Selection: Strategic Planning for New
The Basic New Products Process 19
The Other Strategic Elements 23 Setting 60
Product Development in Action 24 A Product Strategy for a Company within a
Summary 24 Company 61
Applications 24 New Product Strategy Inputs and Identifying
Opportunities 61
Chapter 2 Product Platform Planning 61
The New Products Process 26 Opportunity Identification 65
Noncorporate Strategic Planning 68
Setting 26 Miscellaneous Sources 69
The Procter Gamble Cosmetics Saga 26 The Product Innovation Charter 69
The Product Innovation Charter (PIC) 27 Why Have a PIC? 71
The New Products Process 28 The Sections of the PIC 73
The New Product Portfolio 28 Background Section of the PIC 73
Supporting the Strategic Elements: Effective Team The Arena (Area of Focus) Section of the PIC 73
Management 29 Goals and Objectives Section of the PIC 76
What Happened in That Saga? 29 Special Guidelines Section of the PIC 77
The Phases in the New Products Process 30 How to Prepare a Product Innovation
Phase 1: Opportunity Identification and Selection 31 Charter 79
PART TWO
Contents xi
Product Portfolio Analysis: The New Product s Problem Analysis 128
Strategic Fit 81 Scenario Analysis 136
Summary 85 Solving the Problems 140
Applications 85 Group Creativity 141
Case: New Product Strategy at Kellogg 86 Brainstorming 141
Case: The Honda Element 87 Electronic Brainstorming and Computer-Assisted
Creativity Techniques 142
Online Communities 143
Disciplines Panel 145
CONCEPT GENERATION 93 Concept Generation Techniques in Action 145
Summary 145
Chapter 4 Applications 146
Creativity and the Product Case: Campbell s IQ Meals 147
Concept 95 Case: Earning Organizational Respect 148
Setting 95 _, ^ _
Preparation 95 Chapter 6
The Product innovation Charter 95 Analytical Attribute Approaches:
Finding the Right People 96 Introduction and Perceptual
Management s Role in Creativity 97 Mapping 150
Activities to Encourage Creativity 99 c «+• i wi
Special Rewards 101 -n i ± j- un. r^ l r
,, ,, ., Understanding Why Customers Buy
The Removal of Roadblocks 101 P H t- 15f)
. p Products Are Groups of Attributes 150
° J F Analyzing Product Attributes for Concept Generation
The Concept Statement 106 , _ , ,. ,r_
. ; , - and Evaluation 152
Two Basic Approaches 108 . , . 1 cr)
^ m , *,r i t Gap Analysis 152
Important Sources of Ready-Made New £, , . , ., 1C.
£, , T , nn J Determinant Gap Maps 153
Product Ideas 109 , i r » D j a^ u .
Perceptual Gap Maps Based on Attribute
Lead Users 111 ,. , . . ir.
Ratings (AR) 154
Open Innovation 115 . ,
_r .,, Perceptual Gap Maps Based on Overall
Summary 119 Similarities (OS) 160
Applications 120 , . , ....,
CaJe: P G CarpetFlick 121 sJ^ 164
Case: Aquafresh White Trays 122 App^Ls 164
-. , Case: Dell Computers (A) 165
Finding and Solving Customers
Problems 125 Chapter 7
Analytical Attribute Approaches:
Setting 125 Trade-Off Analysis and Qualitative
The Overall System of Internal Concept Techniques 167
Generation 125 *
Gathering the Problems 126 Setting 167
Internal Records 127 Trade-Off Analysis 167
Direct Inputs from Technical and Marketing Using Trade-Off Analysis to Generate Concepts 168
Departments 127 A Conjoint Analysis Application 169
xii Contents
Alternatives to Full-Profile Conjoint Analysis 173 Chapter 9
Recent Modifications in Conjoint Analysis 174 Conceot Testine 209
Virtual Prototypes in Concept Testing 175
Qualitative Techniques 176 Setting 209
Dimensional Analysis 176 The Importance of Up-Front
Checklists 176 Evaluations 209
Relationships Analysis 178 The Product Innovation Charter 210
About the Dimensions Used in Relationships Market Analysis 211
Analysis 179 Initial Reaction 211
Two-Dimensional Matrix 179 Concept Testing and Development 212
Morphological or Multidimensional Matrix 180 What Is a New Product Concept? 214
Analogy 181 The Purposes of Concept Testing 214
Summary 182 Considerations in Concept Testing
Applications 183 Research 216
Case: Rubbermaid Inc. 183 Prepare the Concept Statement 216
Define the Respondent Group 220
PART THREE Select the Response Situation 221
Prepare the Interviewing Sequence 222
Variations 222
CONCEPT/PROJECT
EVALUATION 187
Analyzing Research Results 223
Chapter 8 Identifying Benefit Segments 223
The Concept Evaluation System 189 Joint Space Maps 224
Conjoint Analysis in Concept Testing 228
Setting 189 Market Research to Support Concept
What s Going On in the New Products ~ st-ne 230
Process? 189 r , Conclusions 233
The Evaluation System for the Basic New Products ^ ,,,
Process 190 Applications 234
Product Line Considerations in Concept ^ .^ , . r,™.
Evaluation 192
The Cumulative Expenditures Curve 193
The Risk/Payoff Matrix 194 ChaDter 10
Case: Dell Computers (B) 236
Chapter 10
The Full Screen 237
The Decay Curve 195
Planning the Evaluation System 196
Everything Is Tentative 197 Setting 237
Potholes 197 Purposes of the Full Screen 237
The People Dimension 198 The Scoring Model 239
Surrogates 199 Introduction to Scoring Models 240
The A-T-A-R Model 200 The Screening Procedure 241
Where Do We Get the Figures for the A-T-A-R Profile Sheet 246
Model? 204 A Screening Model Based on Project
Further Uses of the A-T-A-R Model 204 NewProd 247
Summary 205 The Analytic Hierarchy Process 248
Applications 205 Special Aspects 251
Case: Chipotle Mexican Grill 206 Summary 252
Case: Concept Development Applications 252
Corporation 207 Case: WiLife, Inc. (A) 253
DEVELOPMENT 307
Contents xiii
Chapter 11 Some Warnings about the Difficulty of the
Sales Forecasting and Financial Protocol Process 302
Analysis 255 Summary 303
Applications 304
Setting 255 Case: WiLife, Inc. (B) 304
Sales Forecasting for New Products 256
Forecasting Sales Using Purchase PART FOUR
Intentions 257
Forecasting Sales Using the A-T-A-R Model 259
Techniques for Forecasting Product ChaDter 13
Diffusion 261 r * 311
Observations on Forecasting Models 263 °
Problems with Sales Forecasting 264 Setting 311
Summary of the Problems 265 What Is Design? 311
Actions by Managers to Handle These The Role of Design in the New Products
Problems 265 Process 312
Improve the New Product Process Currently Contributions of Design to New Product Goals 313
in Use 265 Product Architecture 318
Use the Life Cycle Concept of Financial A Process for Product Architecture 318
Analysis 266 Product Architecture and Product Platforms 320
Reduce Dependence on Poor Forecasts 267 Industrial Design and the Industrial
Return to the PIC 272 Designer 320
Summary 274 Prototype Development 322
Applications 275 Managing the Interfaces in the Design
Case: Bay City Electronics 276 Process 323
Compiling the Key Data 280 Improving the Interfaces in the Design
Process 326
Chapter 1Z Computer-Aided Design and Design for
Product Protocol 283 Manufacturability 328
c; n 7R1 Continuous Improvement in Design 330
TheP?oduct Protocol 284 aT^iLs^
Purposes of the Protocol 286 _ _ , . . .,
n 5 ,, c .c. ^ , , OQO Case: The Mini 331
Protocol s Specific Contents 288
Target Market 288
Positioning 290
Product Attributes 290
Competitive Comparisons and Augmentation Development Team Management 338
Dimensions 292 x °
Other Components of the Product Protocol 293 Setting 338
Protocol and the Voice of the Customer 293 What Is a Team? 338
What Is the Voice of the Customer? 293 Structuring the Team 339
Hearing the Voice of the Customer 294 Another Look at Projectization 342
Protocol and Quality Function Deployment Building a Team 343
(QFD) 296 Establishing a Culture of Collaboration 343
QFD and the House of Quality 296 The Team Assignment and Ownership 344
Outcomes of QFD 300 Selecting the Leader 345
Case: Palm Pilot 332
Case: Gillette Mach3 335
Chapter 14
xiv Contents
Selecting the Team Members 346 What Should Be the Source of the Product Being
Roles and Participants 347 Tested? 383
Network Building 350 What Should Be the Form of the Product Being
Training the Teams 350 Tested? 383
Managing the Team 351 How Should We Record Respondents Reactions? 384
Cross-Functional Interface Management 352 How Should We Interpret the Figures We Get? 386
Overcoming Barriers to Market Orientation 354 Who Should Do the Product Use Test? 386
Ongoing Management of the Team 355 Special Problems 386
Team Compensation and Motivation 355 Don t Change the Data Just Because They Came Out
Closing the Team Down 357 Wrong 386
Virtual Teams 357 Be Alert to Strange Conditions 386
Managing Globally Dispersed Teams 358 What If We Have to Go Ahead without Good Use
Summary 363 Testing? 387
Applications 363 Summary 387
Case: Marko Products 364 Applications 387
Case: Ford Mondeo 366 Case: Product Use Testing for New Consumer
Nondurables 388
Chapter 15
Product Use Testing 368 n,nTrilir
PART FIVE
Setting 368 LAUNCH 391
The Role of Marketing During
Development 369 Chapter 16
Marketing Is Involved from the Beginning of the
Process 369
Marketing Ramp-Up, or the I Think We ve Got It Setting 394
Phase 370 The Strategic Givens 395
Why Do Product Use Testing? 371 Revisiting the Strategic Goals 396
Is Product Use Testing Really Necessary? 371 Strategic Platform Decisions 397
Are These Arguments Correct? 372 Type of Demand Sought 397
Knowledge Gained from Product Use Permanence 398
Testing 374 Aggressiveness 399
Pre-Use Sense Reactions 374 Competitive Advantage 399
Early Use Experiences 375 Product Line Replacement 399
Alpha and Beta Tests 375 Competitive Relationship 401
Gamma Testing 377 Scope of Market Entry 401
Diagnostic Information 378 Image 401
Decisions in Product Use Testing 378 The Target Market Decision 401
Who Should Be in the User Group? 379 Alternative Ways to Segment a Market 402
How Should We Reach the User Group? 380 Micromarketing and Mass Customization 403
Should We Disclose Our Identity? 380 Targeting May Also Use Diffusion of
How Much Explanation Should We Provide? 380 Innovation 406
How Much Control over Product Use Should Product Positioning 408
There Be? 381 Creating Unique Value for the Chosen
How Should the Test Be Conducted? 381 Target 410
Over What Time Period Should the Test Be Branding and Brand Management 412
Conducted? 383 Trademarks and Registration 412
Strategic Launch Planning 394
Contents xv
What Is a Good Brand Name? 414 Is This an Easy Decision to Make? 453
Managing Brand Equity 416 Market Tests Must Have Teeth 454
Brand Equity and Branding Strategies 420 The Factors for Deciding Whether to Market Test 456
Global Branding and Positioning: Standardize Methods of Market Testing 458
or Adapt? 421 Pseudo Sale 459
Global Brand Leadership 422 Controlled Sale 459
Packaging 423 Full Sale 460
The Role of Packaging 423 Pseudo Sale Methods 460
The Packaging Decision 423 Speculative Sale 460
Summary 424 Simulated Test Market 461
Applications 424 Controlled Sale Methods 465
Case: Wii 425 Informal Selling 465
Case: Iridium 426 Direct Marketing 466
Case: Dell Computers (C) 428 Minimarkets 466
Scanner Market Testing 467
Chapter 17 Full Sale Methods 469
Implementation of the Strategic Test Marketing 469
Plan 429 The Rollout 472
Wrap-Up on Market Testing
Setting 429 Methodologies 477
The Launch Cycle 429 Summary 477
Prelaunch and Preannouncement 429 Applications 478
Announcement, Beachhead, and Early Case: PepsiCo__Pepsi-Kona
Growth 432 and Pepsi One 478
Launch Tactics 433 Case: Square D Remote Lamp Dimmer 480
The Communications Plan 434
The Copy Strategy Statement 435
Personal Selling 436 Chapter 19
Alliances 437 Launch Management 482
A-T-A-R Requirements 437
Awareness 437 SettinS 482
Stocking and Availability 438 What We Mean by Launch Management 482
Trial 440 ^e Launch Management System 483
Repeat Purchase 444 Step One: Spot Potential Problems 484
Summarv 444 ^teP ^wo: ^ect ^e Control Events 488
Applications 444 Stef? Three: Develop Contingency Plans 489
CASE- Hulu 445 ^teP Tour: Design the Tracking System 490
Case: Dodge Nitro 447 Effective Metrics: Learning from
Case: Celsius and Enviga 449 Experience 494
Answers to the Issues in Figure V.2 451 A Sample Launch Management Plan 495
Launch Management and Knowledge
Chapter 18 Creation 497
Market Testing 452 Product Failure 498
° Summary 501
Setting 452 Applications 501
The Market Testing Decision 452 Case: Levitra 502
When Is the Decision Made? 453 Case: Spin Vox 503
xvi Contents
Chapter 20 The Underlying Residual Issues 522
Public Policy Issues 505 What Are New Products Managers Doing
y about All This? 523
Setting 505 Strategy and Policy 523
Bigger Picture: A Cycle of Concerns 505 Control Systems 523
Phase I: Stirring 507 Product Testing 523
Phase II: Trial Support 507 Marketing and Market Testing 523
Phase III: The Political Arena 507 Customer Education and External Affairs 524
Phase IV: Regulatory Adjustment 508 Summary 524
Business Attitudes toward Product Applications 525
Issues 508 Case: Clorox Green Works 526
Current Problem Areas 508 Case: Hybrid or Hydrogen Vehicles at General
Product Liability 509 Motors? 528
Typology of Injury Sources 509 Case: Product (RED) 530
The Four Legal Bases for Product Liability 511 Solutions to Figure 20.3 532
Other Legislation 513
Planning for the Product Recall 514
Prior to the Recall 514 Appendix A Sources of Ideas Already
During the Recall 514 Generated 533
After the Recall 514 Appendix B Other Techniques of Concept
Attempts at Standardization and Generation 539
Clarification 515
Environmental Needs 515 Appendix C The Marketing Plan 549
Product Piracy 518 Appendix D Guidelines for Evaluating a
Worthy Products 518 New Products Program 555
Morality 519
Monopoly 520
Personal Ethics 520 Index 559
|
| any_adam_object | 1 |
| author | Crawford, Charles Merle Di Benedetto, Anthony T. |
| author_facet | Crawford, Charles Merle Di Benedetto, Anthony T. |
| author_role | aut aut |
| author_sort | Crawford, Charles Merle |
| author_variant | c m c cm cmc b a t d bat batd |
| building | Verbundindex |
| bvnumber | BV035636801 |
| classification_rvk | QP 624 |
| ctrlnum | (OCoLC)496956049 (DE-599)BVBBV035636801 |
| 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 | 10. ed. |
| format | Book |
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| id | DE-604.BV035636801 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T21:42:08Z |
| institution | BVB |
| isbn | 9780073404806 0073404802 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-017691650 |
| oclc_num | 496956049 |
| open_access_boolean | |
| owner | DE-634 DE-188 |
| owner_facet | DE-634 DE-188 |
| physical | XVI, 576 S. graph. Darst. |
| publishDate | 2011 |
| publishDateSearch | 2011 |
| publishDateSort | 2011 |
| publisher | McGraw-Hill |
| record_format | marc |
| spelling | Crawford, Charles Merle Verfasser aut New products management Merle Crawford ; Anthony Di Benedetto 10. ed. Boston [u.a.] McGraw-Hill 2011 XVI, 576 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Innovation (DE-588)4027089-0 gnd rswk-swf Neues Produkt (DE-588)4171552-4 gnd rswk-swf Produktplanung (DE-588)4135135-6 gnd rswk-swf Produktinnovation (DE-588)4047346-6 gnd rswk-swf Produktentwicklung (DE-588)4139402-1 gnd rswk-swf Produktmarketing (DE-588)4134049-8 gnd rswk-swf Management (DE-588)4037278-9 gnd rswk-swf Produktmanagement (DE-588)4125960-9 gnd rswk-swf Neues Produkt (DE-588)4171552-4 s Produktmanagement (DE-588)4125960-9 s DE-604 Produktinnovation (DE-588)4047346-6 s Management (DE-588)4037278-9 s 1\p DE-604 Produktmarketing (DE-588)4134049-8 s 2\p DE-604 3\p DE-604 Produktplanung (DE-588)4135135-6 s 4\p DE-604 Innovation (DE-588)4027089-0 s 5\p DE-604 Produktentwicklung (DE-588)4139402-1 s 6\p DE-604 Di Benedetto, Anthony T. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017691650&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 Merle Di Benedetto, Anthony T. New products management Innovation (DE-588)4027089-0 gnd Neues Produkt (DE-588)4171552-4 gnd Produktplanung (DE-588)4135135-6 gnd Produktinnovation (DE-588)4047346-6 gnd Produktentwicklung (DE-588)4139402-1 gnd Produktmarketing (DE-588)4134049-8 gnd Management (DE-588)4037278-9 gnd Produktmanagement (DE-588)4125960-9 gnd |
| subject_GND | (DE-588)4027089-0 (DE-588)4171552-4 (DE-588)4135135-6 (DE-588)4047346-6 (DE-588)4139402-1 (DE-588)4134049-8 (DE-588)4037278-9 (DE-588)4125960-9 |
| title | New products management |
| title_auth | New products management |
| title_exact_search | New products management |
| title_full | New products management Merle Crawford ; Anthony Di Benedetto |
| title_fullStr | New products management Merle Crawford ; Anthony Di Benedetto |
| title_full_unstemmed | New products management Merle Crawford ; Anthony Di Benedetto |
| title_short | New products management |
| title_sort | new products management |
| topic | Innovation (DE-588)4027089-0 gnd Neues Produkt (DE-588)4171552-4 gnd Produktplanung (DE-588)4135135-6 gnd Produktinnovation (DE-588)4047346-6 gnd Produktentwicklung (DE-588)4139402-1 gnd Produktmarketing (DE-588)4134049-8 gnd Management (DE-588)4037278-9 gnd Produktmanagement (DE-588)4125960-9 gnd |
| topic_facet | Innovation Neues Produkt Produktplanung Produktinnovation Produktentwicklung Produktmarketing Management Produktmanagement |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017691650&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT crawfordcharlesmerle newproductsmanagement AT dibenedettoanthonyt newproductsmanagement |