New Product Development : Successful Innovation in the Marketplace book cover
1st Edition

New Product Development
Successful Innovation in the Marketplace

ISBN 9780789015679
Published November 26, 2002 by Routledge
244 Pages

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Book Description

Keep ahead of your competitors!

New Product Development will help you and your company overcome an expensive and common weakness: the lack of adequate new product development. This vital book examines the requirements of new product development in detail as well as in the context of corporate strategy. Packed with practical information that can immediately be put into effect, New Product Development can help you keep your company on the leading edge, no matter what type of industry you’re in!

This uniquely insightful volume will help you become a successful innovator by showing you how to plan and execute strategies for developing a continuous flow of new products and services to help you stay ahead of the competition. It demonstrates how innovation, far from being a staff function, is a dynamic line management task. It calls for the same aggressive thrust as marketing and sales, and every officer of the company, from the president on down, has a share in this responsibility.

Medium size, small, and even large companies constantly face a mass of problems in achieving successful innovation. New Product Development will help you deal with issues including:

  • inaccurate budgeting
  • costs exceeding budgets
  • faulty market and technical research findings
  • flaws in design
  • inadequately durable materials
  • unforeseen consumer rejection caused by the lack of proper consumer trials
  • leakage of plans to competition
  • failure by outside suppliers
  • missed opportunities for cooperation with outside specialists
  • poorly coordinated development staff
  • ineffective leadership
  • and much more!
Beginning with an “executive summary” that will guide you quickly to the chapters most relevant to your business, this well-organized book should be on the shelf of every company officer who wants to see his firm prosper, innovate, and create new products that sell-now and for years to come!

Table of Contents

  • Foreword
  • Preface
  • Using This Book
  • Executive Summary
  • Part I: Find New Products
  • Chapter 1. Innovation: A Relentless Thrust
  • Three Levels of Innovative Vision
  • Product and Service Superiority
  • The Bowers Group: A Subsidiary of Spear and Jackson Plc.
  • Chapter 2. Making Innovations Happen
  • An Example: Terrofin Inc.
  • Genevac Limited
  • Part II: Moving On—Successful Developments
  • Chapter 3. Success
  • Success Factors
  • British Gas Services Ltd.
  • Chapter 4. Hitting the Ground Running
  • Quick Response
  • Siddall and Hilton Ltd.
  • Communications
  • Chapter 5. Ideas, Ideas, Ideas
  • Ideas from Within the Business
  • Ideas from Outside the Business
  • Strategic Alliances
  • Environmentally Friendly Products
  • Chapter 6. Product Development: Corporate Strategy
  • The Corporate Strategy: Targets
  • International Alliances
  • A Pharmaceutical Company: Lifelong
  • Part III: Centers of Excellence
  • Chapter 7. Centers of Excellence
  • A Center of Excellence in a Service Company: Insight Monitoring
  • Imperial Carpets: An Example of the Organization and Management of a Small, Growing Firm
  • Other Examples
  • Issues of Excellence
  • Developing Tools for the Twenty-First Century
  • Centers of Excellence: A Checklist
  • Chapter 8. Staffing: The Innovative Atmosphere
  • Preparing the Company
  • Recruitment
  • Appointment
  • Training
  • Ideas People
  • Staffing
  • Conclusion
  • G. R. Wright and Sons
  • Chapter 9. In-House or Contracting Out?
  • The Company B Strategy
  • A Company Led by Innovation
  • Chapter 10. Design
  • New Products: Technology-Design-Led
  • The Design Department
  • Customer-Led Innovation
  • Almec Design Services Ltd.
  • Chapter 11. Technical Research
  • The Research and Development Department
  • The Product Development Committee
  • Stimulation and Constraint
  • Key Issues
  • GQ Parachute Limited
  • Chapter 12. High Tech
  • The High-Tech Message
  • Government Intervention
  • The St. James’s Place Group
  • Chapter 13. New Products by Branding: Basic Industries
  • Trees and Forest Management
  • Basic Industries
  • Cross-Industry Associations
  • Codemasters
  • Part IV: Where Do We Go From Here?
  • Chapter 14. Services
  • Accountancy and Law
  • Advertising and Publicity
  • The Hospitality and Tourism Industries
  • Changing Terms of Business
  • Services Always Important
  • Sheffield Chamber of Commerce and Industry
  • Chapter 15. Market Research
  • Chapter 16. Companies and Governments: The Hostility and the Emerging Consensus (“Poor Mr. Gates”)
  • Chapter 17. Failures
  • Risk
  • Chapter 18. Investing in New Product Development
  • In an Age of Obsolescence
  • The Investment Decisions
  • Strategic Alliances
  • Chapter 19. The Product Launch: Looking Ahead, Some Ethical Issues
  • The Product Launch
  • Ethical Issues
  • References
  • Index of Names
  • Index of Topics
  • Reference Notes Included

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Erdener Kaynak, Nicholas Mills, Michael Z Brooke