This practical text 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 businesses’ 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 standalone 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 text 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
Section Titles and Overviews
Section 1: Product Planning at the Business Unit Level
Chapter One: Introduction to Product Planning
Chapter Two: Culture and People
Chapter Three: Product Planning Strategy and Process
Section 2: The Front-End of Innovation
Chapter Four: Opportunity Identification and Market Planning
Chapter Five: Concept Generation
Chapter Six: Concept Evaluation
Section 3: Formal Product Development
Chapter Seven: Technical Development
Chapter Eight: Design
Chapter Nine: Commercialization and Launch
Section 4: Product Management
Chapter Ten: Life Cycle Management
Chapter Eleven: Brand Management
Chapter Twelve: Global Product Management
Section 5: Supplementary Notes on Innovation and Product Planning
Note One: What Is Innovation
Note Two: Agile (and Lean) Methodologies in Product Development
Note Three: Intellectual Property
Note Four: Public Policy Considerations
Note Five: Business Entity Formation
Note Six: New Product Development Best Practices
Kenneth B. Kahn, Ph.D. is the Dean of the Monte Ahuja College of Business at Cleveland State University. 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 at the School of Business at Virginia Commonwealth University. 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.