Innovation and New Product Planning  book cover
1st Edition

Innovation and New Product Planning

ISBN 9780367685249
Published December 29, 2020 by Routledge
270 Pages 81 B/W Illustrations

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Book Description

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


Part Titles and Overviews

PART I Product Planning at the Business Unit Level

1 Innovation and Product Planning

2 Culture and People

3 Product Planning Strategy and Process

PART II The Front End of Innovation

4 Opportunity Identification and Market Planning

5 Concept Generation

6 Concept Evaluation

PART III Formal Product Development

7 Technical Development

8 Design

9 Commercialization and Launch

PART IV Product Management

10 Life Cycle Management

11 Brand Management

12 Global Product Management

PART V Supplementary Notes on Innovation and Product Planning

Note 1 What Is Innovation?

Note 2 Agile (and Lean) Methods in Product Development

Note 3 Intellectual Property

Note 4 Public Policy Considerations

Note 5 Business Entity Formation

Note 6 New Product Development Best Practices


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Kenneth B. Kahn, Ph.D., is a professor and the Dean of the Monte Ahuja College of Business at Cleveland State University, USA. Holding degrees in industrial engineering and marketing, his teaching and research interests address innovation, product management, and demand forecasting of current and new products.

Mayoor Mohan, Ph.D., is an Associate Professor of Marketing in the School of Business at Virginia Commonwealth University, USA. He is an award-winning instructor who teaches innovation and brand strategy, and whose research on these topics has been published in premier academic journals and featured in outlets like Forbes.