Sanders, Lawrence G.
Developing new products and services : learning, differentiation and innovation / G. Lawrence Sanders ; with contributions by ron Huefner [and others]. - New York : Business Expert Press, c2012 - xx, 340 pages : illustrations ; 23 cm. - The marketing research collection . - Marketing research collection. .
Includes bibliographical references (pages 327-335) and index.
Contents: Chapter 1 Understanding entrepreneurship, diffusion, and R & D in the context of monopolistic competition -- Chapter 2 Fundamental concepts of product and price differentiation -- Chapter 3 Differentiation in action -- Chapter 4 The role of dynamic tension in constructing versioning and product differentiation curves -- Chapter 5 Examples of product differentiation and versioning curves -- Chapter 6 Facilitating creativity and innovation -- Chapter 7 Conceptualizing products and services using the FAD template -- Chapter 8 Strategic planning approaches for product differentiation and innovation -- Chapter 9 The ten-ten planning process: crafting a business story -- Chapter 10 Lock-in and revenue growth -- Chapter 11 Valuing the business -- Chapter 12 Developing a business plan -- Chapter 13 Project management for new product and services development -- Chapter 14 Re-printing the business using real options concepts -- Chapter 15 Wrap-up -- Includes notes, references, index
Annotation This book will focus on the up-front activities required for product and service differentiation, the learning methodologies that contribute to arriving at that differentiation, and the role that technology plays in implementing the process. The book will show how technology factors into such entrepreneurial activities as engaging in business planning and utilizing creativity and innovation, and how creative innovation, in turn, is achieved and enhanced through an understanding of two different modes of learning: "learning about" and "learning by doing". A successful product introduction depends on an efficient supply chain, a strong brand, and the ability of a manufacturer or provider to differentiate it successfully in the marketplace. New Product and Services Development demonstrates how differentiation, this last critical component, can be secured by the strategic use of technology and by engaging in two key learning methodologies.
English
9781606492413 [paperback]
2012276618
New products--Management.
New products--Marketing.
Product differentiation.
Creative ability in business--Management.
Marketing--Decision making.
Developing new products and services : learning, differentiation and innovation / G. Lawrence Sanders ; with contributions by ron Huefner [and others]. - New York : Business Expert Press, c2012 - xx, 340 pages : illustrations ; 23 cm. - The marketing research collection . - Marketing research collection. .
Includes bibliographical references (pages 327-335) and index.
Contents: Chapter 1 Understanding entrepreneurship, diffusion, and R & D in the context of monopolistic competition -- Chapter 2 Fundamental concepts of product and price differentiation -- Chapter 3 Differentiation in action -- Chapter 4 The role of dynamic tension in constructing versioning and product differentiation curves -- Chapter 5 Examples of product differentiation and versioning curves -- Chapter 6 Facilitating creativity and innovation -- Chapter 7 Conceptualizing products and services using the FAD template -- Chapter 8 Strategic planning approaches for product differentiation and innovation -- Chapter 9 The ten-ten planning process: crafting a business story -- Chapter 10 Lock-in and revenue growth -- Chapter 11 Valuing the business -- Chapter 12 Developing a business plan -- Chapter 13 Project management for new product and services development -- Chapter 14 Re-printing the business using real options concepts -- Chapter 15 Wrap-up -- Includes notes, references, index
Annotation This book will focus on the up-front activities required for product and service differentiation, the learning methodologies that contribute to arriving at that differentiation, and the role that technology plays in implementing the process. The book will show how technology factors into such entrepreneurial activities as engaging in business planning and utilizing creativity and innovation, and how creative innovation, in turn, is achieved and enhanced through an understanding of two different modes of learning: "learning about" and "learning by doing". A successful product introduction depends on an efficient supply chain, a strong brand, and the ability of a manufacturer or provider to differentiate it successfully in the marketplace. New Product and Services Development demonstrates how differentiation, this last critical component, can be secured by the strategic use of technology and by engaging in two key learning methodologies.
English
9781606492413 [paperback]
2012276618
New products--Management.
New products--Marketing.
Product differentiation.
Creative ability in business--Management.
Marketing--Decision making.