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New Products Management, 12th Edition
ISBN10: 1259911829 | ISBN13: 9781259911828
© 2021
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* The estimated amount of time this product will be on the market is based on a number of factors, including faculty input to instructional design and the prior revision cycle and updates to academic research-which typically results in a revision cycle ranging from every two to four years for this product. Pricing subject to change at any time.
Purchase Options:
* The estimated amount of time this product will be on the market is based on a number of factors, including faculty input to instructional design and the prior revision cycle and updates to academic research-which typically results in a revision cycle ranging from every two to four years for this product. Pricing subject to change at any time.
Additional Product Information:
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.
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
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
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