Preface
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
Index
Biography
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.
