New Products Management https://www.mheducation.com/cover-images/Jpeg_400-high/1259911829.jpeg 12 9781259911828 Crawford's New Product Management 12e provides the management approach to teaching new products, with the perspective of marketing. Adopters of previous editions will notice that the format is slimmed down to 18 chapters. This streamlined presentation focuses on the topics that will be of most importance and interest to new product managers. Significant updates can be found throughout, and great pains have been taken to present the "best practices" of industry and relevancy to readers. Past adopters of New Products Management will notice major changes in this edition. While there are some changes in virtually every chapter, some of the most substantial changes are as follows: 1.We have made major additions and updates to the cases to provide more plentiful and more current examples. We retired several cases from the previous edition, wrote many new cases, and thoroughly updated many others. New cases for this edition include: Oculus Rift, Adidas Parley sustainable running shoes, Google Glass, Indiegogo, Tesla, Chipotle, Chick-fil-A, Corporate Social Responsibility at Starbucks, and many others. As always, we aim to offer a mix of high tech products and consumer products and services in the set of cases. 2.In addition, we have substantially updated examples throughout the text wherever possible.We try to make use of illustrative examples that will resonate with today’s students wherever possible. Of course, we welcome the reader’s comments and suggestions for improvement. 3.There continues to be much new research in new products, and we have tried to stay current on all of these topics. Readers will notice new or expanded coverage of portfolio management, value curve creation, the TRIZ method, crowd-sourcing, crowdfunding,observational research, open innovation, organizational structure, 3D modeling, beta testing, sustainable product development, and frugal innovation,among other topics. 4.We continue the practice of referencing Web sites of interest throughout the text,and we have added the web addresses for several useful YouTube videos and other resources.
New Products Management

New Products Management

12th Edition
By C. Merle Crawford and C. Anthony Di Benedetto
ISBN10: 1259911829
ISBN13: 9781259911828
Copyright: 2021
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09781259911828

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ISBN10: 1260512029 | ISBN13: 9781260512021

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Program Details

PART ONE
Overview and Opportunity Identification/Selection 
1. The Strategic Elements of Product Development 
2. The New Products Process 
3. Opportunity Identification and Selection: Strategic Planning for New Products 


PART TWO
Concept Generation 
4. The Product Concept and Ready-Made New Product Ideas 
5. New Product Ideas: The Problem Find-Solve Approach 
6. New Product Ideas: Analytical Attribute Approaches 


PART THREE
Concept/Project Evaluation 
7. Concept Evaluation and Testing 
8. The Full Screen 
9. Sales Forecasting and Financial Analysis 
10. Product Protocol 


PART FOUR
Development 
11. Design 
12. Development Team Management 
13. Product Use Testing 


PART FIVE
Launch 
14. Strategic Launch Planning 
15. Implementation of the Strategic Plan 
16. Market Testing 
17. Launch Management 
18. Public Policy Issues 


APPENDIXES
A Sources of Ideas Already Generated 
B Other Techniques of Concept Generation 

About the Author

C. Merle Crawford

C. Anthony Di Benedetto

Anthony Di Benedetto is Professor of Marketing and Supply Chain Management and Senior Washburn Research Fellow at Temple University, Philadelphia. He held the Fulbright-Hall Chair in Entrepreneurship, Wirtschaftsuniversität Wien, Vienna,  Austria, during 2010–2011. He has lectured worldwide on product development and marketing management. He was named one of the 50 leading research scholars world-wide in Innovation and Technology Management by the International Association of Management of Technology. Professor Di Benedetto served as editor-in-chief of the Journal of Product Innovation Management for nine years and is currently co-editor-in-chief of Industrial Marketing Management.


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