Developing new products and services [electronic resource] : learning, differentiation, and innovation / G. Lawrence Sanders ; with contributions by Ron Huefner ... [et al.].

By: Sanders, G. LawrenceContributor(s): Huefner, Ronald JMaterial type: TextTextPublisher number: 2 | BEPSeries: Marketing research collectionPublication details: [New York, N.Y.] (222 East 46th Street, New York, NY 10017) : Business Expert Press, c2012Edition: 1st edDescription: 1 electronic text (xx, 340 p.) : ill., digital fileISBN: 9781606492420 (electronic bk.)Subject(s): New products | Product differentiation | Developing new products services | NPD | product design | learning, differentiation | price discrimination | product features | innovation | business planning | organizational analysis | diffusion | entrepreneurship | technology and product life cycles | product and service versioning | product demand | product line optimization | creativity | lock-in real options | business valuation and project managementGenre/Form: Electronic books.Additional physical formats: Print version:: No titleDDC classification: 658.575 LOC classification: HF5415.153 | .S263 2012Online resources: Click to View Also available in print.
Contents:
Preface -- Acknowledgments -- 1. Understanding entrepreneurship, diffusion, and R&D in the context of monopolistic competition -- 2. Fundamental concepts of product and price differentiation -- 3. Differentiation in action -- 4. The role of dynamic tension in constructing versioning and product differentiation curves -- 5. Examples of product differentiation and versioning curves -- 6. Facilitating creativity and innovation -- 7. Conceptualizing products and services using the FAD template -- 8. Strategic planning approaches for product differentiation and innovation -- 9. The ten-ten planning process: crafting a business story -- 10. Lock-in and revenue growth -- 11. Valuing the business -- 12. Developing a business plan -- 13. Project management for new product and services development -- 14. Re-priming the business using real options concepts -- 15. Wrap-up -- Notes -- References -- Index.
Abstract: The focus of the book is on the up-front activities and ideas for new product and service development. A central theme of this book is that there is, or should be, a constant struggle going on in every organization, business, and system between delivering feature-rich versions of products and services using extravagant engineering and delivering low-cost versions of products and services using frugal engineering. Delivering innovative products is accomplished by an endless cycle of business planning, creative and innovative insight, and learning-about and learning-by-doing activities.
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"For PowerPoint slides and other supplemental materials that accompany this book, please visit www.glsanders.wordpress.com."

Includes bibliographical references (p. 327-335) and index.

Preface -- Acknowledgments -- 1. Understanding entrepreneurship, diffusion, and R&D in the context of monopolistic competition -- 2. Fundamental concepts of product and price differentiation -- 3. Differentiation in action -- 4. The role of dynamic tension in constructing versioning and product differentiation curves -- 5. Examples of product differentiation and versioning curves -- 6. Facilitating creativity and innovation -- 7. Conceptualizing products and services using the FAD template -- 8. Strategic planning approaches for product differentiation and innovation -- 9. The ten-ten planning process: crafting a business story -- 10. Lock-in and revenue growth -- 11. Valuing the business -- 12. Developing a business plan -- 13. Project management for new product and services development -- 14. Re-priming the business using real options concepts -- 15. Wrap-up -- Notes -- References -- Index.

Access restricted to authorized users and institutions.

The focus of the book is on the up-front activities and ideas for new product and service development. A central theme of this book is that there is, or should be, a constant struggle going on in every organization, business, and system between delivering feature-rich versions of products and services using extravagant engineering and delivering low-cost versions of products and services using frugal engineering. Delivering innovative products is accomplished by an endless cycle of business planning, creative and innovative insight, and learning-about and learning-by-doing activities.

Also available in print.

Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.

Mode of access: World Wide Web.

System requirements: Adobe Acrobat reader.

Title from PDF t.p. (viewed on October 28, 2011).

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