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
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
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.