Creating breakthrough products: innovation from product planning to program approval
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Upper Saddle River, NJ
Financial Times Prentice Hall
2002
|
| Series: | Financial Times Prentice Hall books
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XXXII, 302 S. Ill., graph. Darst. |
| ISBN: | 9780139696947 0139696946 |
Staff View
MARC
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| 245 | 1 | 0 | |a Creating breakthrough products |b innovation from product planning to program approval |c Jonathan Cagan ; Craig M. Vogel |
| 264 | 1 | |a Upper Saddle River, NJ |b Financial Times Prentice Hall |c 2002 | |
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| 650 | 4 | |a Marketing research | |
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Record in the Search Index
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| adam_text | Contents
Foreword xvn
Preface xxi
Acknowledgments xxvn
Glossary of Acronymns and Terms xxxi
Part One The Argument 1
Chapter One What Drives New Product Development 2
Redefining the Bottom Line 3
Positioning Breakthrough Products 5
Products and Services 7
Identifying Product Opportunities.- The SET Factors 9
POG and SET Factor Case Studies 12
The 0X0 GoodGrips Peeler 14
The Motorola Talkabout 18
The Crown Wave 22
Starbucks 26
Summary Points 31
References 31
xi
Chapter Two Moving to the Upper Right 32
Integrating Style and Technology 33
Style vs. Technology: A Brief History of the Evolution
of Style and Technology in the 19th and 20th Centuries 36
In the Beginning 36
The Growth of Consumer Culture 36
The Introduction of Style to Mass Production 38
Post World War II Growth of the
Middle Class and the Height of Mass Marketing 40
The Rise of Consumer Awareness and the End of Mass Marketing 41
The Era of Customer Value, Mass
Customization, and the Global Economy 42
Positioning Map: Style vs. Technology 43
Lower Left: Low Use of Style and Technology 43
Lower Right: Low Use of Style, High Use of Technology 44
Upper Left: High Use of Style, Low Use of Technology 45
Upper Right: High Use of Style and Technology 45
Positioning Map of 0X0 GoodGrips 46
Positioning Map of Motorola Talkabout 48
Positioning Map of Crown Wave 48
Positioning Map of Starbucks 49
Knockoffs and Rip-offs 50
Revolutionary vs. Evolutionary Product Development 51
Summary Points 53
References 53
Chapter Three The Upper Right: The Value Quadrant 54
The Sheer Cliff of Value—The Third Dimension 55
The Shift in the Concept of Value in Products and Services 56
Qualities and a Customer s Value System: Cost vs. Value 59
Value Opportunities 62
Emotion 63
Aesthetics 64
Product Identity 64
Impact 65
Ergonomics 65
Core Technology 68
Quality 68
Value Opportunity Charts and Analysis 69
VOA of OXO GoodGrips 71
VOA of Motorola Talkabout 73
Xii Contents
VOA of Crown Wave 75
VOA of Starbucks 77
The Time and Place for Value Opportunities 78
VOs and Product Goals 79
The Upper Right for Industrial Products 79
Summary Points 82
References 83
chapter Four The Core of a Successful Brand Strategy:
Breakthrough Products and Services 84
Brand Strategy and Product Strategy 85
Corporate Commitment to Product and Brand 88
Corporate Values and Customer Values 91
Managing Product Brand 92
Building an Identity 92
Company Identity vs. Product Identity 93
Building Brand vs. Maintaining Brand 95
Starting from Scratch: Iomega 96
Maintaining an Established Identity: Harley 99
Brand and the Value Opportunities 101
Summary Points 103
References 103
Part Two The Process 105
chapter Five A Comprehensive Approach to User-Centered,
Integrated New Product Development 106
Clarifying the Fuzzy Front End of New Product Development 107
A New Way of Thinking 108
iNPD Is Only Part of the Process 109
User-Centered iNPD Process 110
Resource Allocation 132
Allocating the Time Resource: Scheduling 134
Allocating the Cost Resource: Financing 134
Allocating the Human Resource: Team Selection 135
Summary Points 136
References 136
Contents ^jjj
Chapter six Integrating Disciplines and Managing Diverse Teams 138
User-Centered iNPD Facilitates Customer Value 139
Understanding Perceptual Gaps 142
Team Functionality 146
Team Collaboration 146
Negotiation in the Design Process 148
Team Performance 150
Part Differentiation Matrix 153
Team Conflict and the PDM 160
PDM and the Role of Core Disciplines 162
Issues in Team Management: Team Empowerment 163
Understand the Corporate Mission 164
Serve as a Catalyst and Filter 164
Be Unbiased 165
Empower and Support the Team 166
Let the Team Become the Experts 167
Recognize the Personality and Needs of the Team 167
Use of an Interests-Based Management Approach 168
Visionaries and Champions 169
Summary: The Empowered Team 170
iNPD Team Integration Effectiveness 171
Summary Points 172
References 172
chapter seven Understanding the User s Needs, Wants, and Desires 174
Overview: Usability and Desirability 175
An Integrated Approach to a User-Driven Process 180
Scenario Development (Part I) 181
New Product Ethnography 183
Using Ethnography to Understand Customers at Polaroid 188
Lifestyle Reference 190
Ergonomics: Interaction, Task Analysis, and Anthropometries 192
Interaction 192
Task Analysis 194
Anthropometries 197
Scenario Development (Part II) 201
Broadening the Focus 203
Other Stakeholders 203
Identifying Users in Non-Consumer
Products: Designing Parts Within Products 204
Product Definition 205
Visualizing Ideas and Concepts Early and Often 206
XJV Contents
Epilogue 289
Future Trends 289
Have Faith in the Leap 292
References 294
Index 295
Xyj Contents
Summary Points 210
References 211
Research Acknowledgements 211
Part Three Further Evidence 213
chapter Eight Case Studies: The Power of the Upper Right 214
Overview of Case Studies 215
Baseball Moving to the Upper Right 216
Black Decker SnakeLight™ 218
Marathon Carpet Cleaner Designed by Herbst Lazar Bell (HLB) 228
DynaMyte Augmentative Communicator by
DynaVox Systems and Daedalus Excel Product Development 231
Service Industry: UPS Moves Beyond the Package Delivery Industry 238
Herman Miller Aeron Chair 242
Apple iMac 248
Freeplay Radio 251
Summary Points 253
References 253
Chapter Nine Automotive Design: Product
Differentiation through User-Centered iNPD 254
The Dynamic SET Factors of the Auto Industry 255
The Design Process and Complexities 257
Breaking Down the Process 260
Door System 263
Rear Wiper System for Lincoln Navigator/Ford Expedition 263
Positioning: Move to the Upper Right 266
The Move of the SUVs 266
The Retro Craze 268
Positioning: Segmentation through
Ethnography for Compact Truck Segmentation 275
Positioning: After-Market Products for Trucks —
A Case Study of iNPD at Carnegie Mellon University 277
Sidewinder: Side Worktable 279
MasterRack: Reconfigurable Rail Storage 280
NoFuss: Camping Storage System with Rail Guide Technology 282
Implications of User-Centered iNPD on the Auto Industry 283
Summary Points 286
References 286
Research Acknowledgments 287
Contents XV
|
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| id | DE-604.BV036116326 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T22:12:24Z |
| institution | BVB |
| isbn | 9780139696947 0139696946 |
| language | English |
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| physical | XXXII, 302 S. Ill., graph. Darst. |
| publishDate | 2002 |
| publishDateSearch | 2002 |
| publishDateSort | 2002 |
| publisher | Financial Times Prentice Hall |
| record_format | marc |
| series2 | Financial Times Prentice Hall books |
| spelling | Cagan, Jonathan Verfasser aut Creating breakthrough products innovation from product planning to program approval Jonathan Cagan ; Craig M. Vogel Upper Saddle River, NJ Financial Times Prentice Hall 2002 XXXII, 302 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Financial Times Prentice Hall books Produits nouveaux Produits nouveaux - Commercialisation Produits nouveaux - Conception Marketing research New products Product management Production planning Produktentwicklung (DE-588)4139402-1 gnd rswk-swf Produktplanung (DE-588)4135135-6 gnd rswk-swf Produktentwicklung (DE-588)4139402-1 s DE-604 Produktplanung (DE-588)4135135-6 s Vogel, Craig M. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=019006429&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Cagan, Jonathan Vogel, Craig M. Creating breakthrough products innovation from product planning to program approval Produits nouveaux Produits nouveaux - Commercialisation Produits nouveaux - Conception Marketing research New products Product management Production planning Produktentwicklung (DE-588)4139402-1 gnd Produktplanung (DE-588)4135135-6 gnd |
| subject_GND | (DE-588)4139402-1 (DE-588)4135135-6 |
| title | Creating breakthrough products innovation from product planning to program approval |
| title_auth | Creating breakthrough products innovation from product planning to program approval |
| title_exact_search | Creating breakthrough products innovation from product planning to program approval |
| title_full | Creating breakthrough products innovation from product planning to program approval Jonathan Cagan ; Craig M. Vogel |
| title_fullStr | Creating breakthrough products innovation from product planning to program approval Jonathan Cagan ; Craig M. Vogel |
| title_full_unstemmed | Creating breakthrough products innovation from product planning to program approval Jonathan Cagan ; Craig M. Vogel |
| title_short | Creating breakthrough products |
| title_sort | creating breakthrough products innovation from product planning to program approval |
| title_sub | innovation from product planning to program approval |
| topic | Produits nouveaux Produits nouveaux - Commercialisation Produits nouveaux - Conception Marketing research New products Product management Production planning Produktentwicklung (DE-588)4139402-1 gnd Produktplanung (DE-588)4135135-6 gnd |
| topic_facet | Produits nouveaux Produits nouveaux - Commercialisation Produits nouveaux - Conception Marketing research New products Product management Production planning Produktentwicklung Produktplanung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=019006429&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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