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Innovation and New Product Planning

Release Date: 2020/12/01
ISBN: 9781000327328
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This practical book introduces readers to the essential business aspects of innovation and new product planning. The product planning process is discussed across two broad themes: product development and product management. Importantly, the book emphasizes the 21st-century strategic and creative mindset necessary to drive business innovation activities in a concise, yet comprehensive manner.

The book delves into the front end of innovation and formal product development activities, examining the topics of opportunity identification, concept generation and evaluation, technical development, product design, testing, launch strategies, product management, life cycle management, brand management, and vital elements for international success. There are stand-alone notes that serve to apprise readers on related topics such as the use of agile product development methodologies, the formation of business entities, and recommended best practices for new product development. The book excels at providing relevant examples and applied tools that augment the concepts to offer valuable connections to real-world product planning efforts.

This book is particularly useful as a guide to learning the fundamental concepts and strategies associated with innovation and new product planning. Among student audiences, upper-level undergraduate and first-year graduate students are likely to benefit as the book embraces its position to serve as a primer on product development and management.

Table of Contents

  1. Cover
  2. Half Title
  3. Title Page
  4. Copyright Page
  5. Contents
  6. Preface
  7. Part Titles and Overviews
  8. Part I Product Planning at the Business Unit Level
    1. 1 Innovation and Product Planning
    2. Definition of Product Planning
    3. Roles of Product Planning
    4. Product, Service, or Both
    5. What Is a Product?
    6. Defining Product by the Nature of Innovation
    7. Defining Product by the Nature of Market Demand
    8. Defining Product by the Company’s Internal Perspective
    9. Defining What Is Meant by “New Product”
    10. The Growing Emphasis on Innovation and Product Planning
    11. Why Are Innovation and Product Planning Difficult?
    12. Discussion Questions
    13. Case Discussion for Chapter 1
    14. References
    15. 2 Culture and People
    16. Department Responsibilities
    17. Organizational Culture
    18. Interdepartmental Integration
    19. Organizational Structure
    20. Team Types
    21. Distinguishing the Core Team, Ad Hoc Team, and Extended Team
    22. Team Roles
    23. Factors for Team Effectiveness
    24. Discussion Questions
    25. Case Discussion for Chapter 2
    26. References
    27. 3 Product Planning Strategy and Process
    28. The Strategic Planning Process
    29. New Product Strategy
    30. The Product Development Process
    31. Implementing a Product Development Process
    32. Evaluating the Product Development Process
    33. Initiatives to Reduce Cost or Time
    34. Discussion Questions
    35. Case Discussion for Chapter 3
    36. References
  9. Part II The Front End of Innovation
    1. 4 Opportunity Identification and MARKET Planning
    2. Overview of Opportunity Identification
    3. Sources of Opportunity
    4. Segmentation of the Market and Technology
    5. Market Segmentation
    6. Empirical Methods for Market Segmentation: Similarity and Dissimilarity Analyses
    7. Technology Segmentation
    8. The Product Innovation Charter
    9. Screening the PIC
    10. Sample Market-Related Criteria
    11. Sample Technology-Related Criteria
    12. Overview of Market Planning
    13. The Situation Analysis
    14. Industry Analysis
    15. Considering Other Factors
    16. Competitor Analysis
    17. Identifying Competitors
    18. Assessing Competitor Abilities
    19. Company Analysis
    20. Customer Analysis
    21. Sales Analysis
    22. Marketing Mix Activities
    23. Key Product Issues
    24. Key Distribution Issues
    25. Key Promotion Issues
    26. Key Pricing Issues
    27. Estimating a Marketing Budget
    28. Discussion Questions
    29. Case Discussion for Chapter 4
    30. References
    31. 5 Concept Generation
    32. The Product Concept Statement
    33. Concept Generation Techniques
    34. Needs Assessment
    35. Scenario Analysis
    36. Group Creativity
    37. Attribute Analysis
    38. Determinant Gap Analysis
    39. Perceptual Gap Analysis
    40. Relationship Analysis
    41. Two-Dimensional Matrix
    42. Morphological Analysis
    43. Conjoint Analysis (Trade-Off Analysis)
    44. Lateral Search
    45. Creativity
    46. Discussion Questions
    47. Case Discussion for Chapter 5
    48. References
    49. 6 Concept Evaluation
    50. Product Innovation Charter Review
    51. Concept Testing
    52. Scoring Models
    53. Snake Plots
    54. Financial Analysis
    55. ATAR Model
    56. Applying the ATAR Model to Other Business Contexts
    57. ECV Approach
    58. Summary
    59. Discussion Questions
    60. Case Discussion for Chapter 6
    61. References
  10. Part III Formal Product Development
    1. 7 Technical Development
    2. The Product Protocol
    3. “Design for Excellence” (DFX) during Technical Development
    4. Key Techniques to Aid Technical Development: Quality Function Deployment
    5. The Theory of Innovative Problem-Solving
    6. The Kano Model
    7. Quantifying the Kano Model
    8. Product Use Testing
    9. Structuring a Product Use Test
    10. Discussion Questions
    11. Case Discussion for Chapter 7
    12. References
    13. 8 Design
    14. Defining What Is Meant by Design
    15. Product Design Situations
    16. Design Thinking
    17. Design Disciplines
    18. Industrial Design
    19. Industrial Design through the Development Process
    20. Graphic Design
    21. Interior Design
    22. Discussion Questions
    23. Case Discussion for Chapter 8
    24. References
    25. 9 Commercialization and Launch
    26. Market Testing
    27. Pseudo-Sale
    28. Controlled Sale
    29. Full Scale
    30. Understanding the Launch Phenomenon
    31. The Launch Cycle
    32. Prelaunch Preparation: Launch Control Protocol
    33. Plotting the Launch Process
    34. New Product Forecasting
    35. New Product Forecasting Techniques
    36. Judgmental Techniques
    37. Quantitative Techniques: Time Series
    38. Quantitative Techniques: “Causal”/Regression Modeling
    39. Quantitative Techniques: Unique Methodologies
    40. Customer or Market Research Techniques
    41. New Product Forecasting Accuracy
    42. The New Product Forecasting Process
    43. Discussion Questions
    44. Case Discussion for Chapter 9
    45. References
  11. Part IV Product Management
    1. 10 Life Cycle Management
    2. The Product Life Cycle
    3. Strategic Considerations during the Maturity Stage
    4. Strategic Considerations during Product Decline
    5. Product Families, Product Platforms, and the Product Mix Map
    6. Product Proliferation
    7. Discussion Questions
    8. Case Discussion for Chapter 10
    9. References
    10. 11 Brand Management
    11. A Brand Equity Framework
    12. Brand Loyalty
    13. Brand Awareness
    14. Perceived Quality
    15. Brand Associations
    16. Market Behavior Measures
    17. A Brand Decision Framework
    18. The Brand-Switching Matrix
    19. Discussion Questions
    20. Case Discussion for Chapter 11
    21. References
    22. 12 Global Product Management
    23. Overview of Global Considerations
    24. Understanding Global Culture and Language
    25. Global Launch Considerations
    26. Global Product Development Teams
    27. Sustainable Product Development
    28. Base of the Pyramid (BoP) Product Development
    29. Discussion Questions
    30. Case Discussion for Chapter 12
    31. References
  12. Part V Supplementary Notes on Innovation and Product Planning
    1. Note 1 What Is Innovation?
    2. Innovation as an Outcome
    3. Innovation as a Process
    4. Innovation as a Mindset
    5. Summary
    6. References
    7. Note 2 Agile (and Lean) Methods in Product Development
    8. Agile Product Development
    9. Highlights of Agile Methodologies
    10. Adopting an Agile Framework
    11. Lean Start-Up Methodology
    12. Reference
    13. Note 3 Intellectual Property
    14. Patent
    15. Trade Secret
    16. Trademark Protection
    17. Copyright Protection
    18. Note 4 Public Policy Considerations
    19. Environmental Concerns
    20. Morality
    21. Product Performance and Customer Service
    22. Product Liability
    23. Managing Public Policy Issues
    24. Note 5 Business Entity Formation
    25. Sole Proprietorship
    26. C Corporation
    27. B Corporation
    28. S Corporation
    29. General Partnership
    30. Limited Partnership
    31. Limited Liability Partnership
    32. Limited Liability Company
    33. Note 6 New Product Development Best Practices
    34. The Multidimensional Nature of NPD Practice
    35. NPD Best Practice Framework
    36. Getting to NPD Best Practice
    37. References
  13. Index
18.188.20.56