New Products Management

PART ONE
Overview and Opportunity Identification/Selection 
1. The Strategic Elements of Product Development 
2. The New Products Process 
3. Opportunity Identification and Selection: Strategic Planning for New Products 


PART TWO
Concept Generation 
4. Creativity and the Product Concept 
5. Finding and Solving Customers’ Problems 
6. Analytical Attribute Approaches: Introduction and Perceptual Mapping 
7. Analytical Attribute Approaches: Trade-Off Analysis and Qualitative Techniques 


PART THREE
Concept/Project Evaluation 
8. The Concept Evaluation System 
9. Concept Testing 
10. The Full Screen 
11. Sales Forecasting and Financial Analysis 
12. Product Protocol


PART FOUR
Development 
13. Design 
14. Development Team Management 
15. Product Use Testing 


PART FIVE
Launch 
16. Strategic Launch Planning 
17. Implementation of the Strategic Plan 
18. Market Testing 
19. Launch Management 
20. Public Policy Issues 


APPENDIXES
A Sources of Ideas Already Generated 
B Other Techniques of Concept Generation 
C The Marketing Plan 
D Guidelines for Evaluating a New Products Program 


INDEX 

OVERVIEW
New Products Management, now in its eleventh edition, is a comprehensive textbook on new product development and management. The book takes the management approach with the perspective of marketing. The text is interspersed with real-life examples and take-aways for practicing managers apart from providing a great many “best practices” of various industries. Also, the various stages of the new products process have been discussed in detail.




SALIENT FEATURES 
• Analytical Models: Uses various analytical models such as Perceptual Mapping, Conjoint Analysis etc. to integrate the stages of the new products process
• Managerial Approach: Integrates the various approaches to new products development – strategic, organizational, concept generation, technical development etc. to enable learners to lead a multi-functional team
• New Cases: 10 New Cases in this edition including corporate strategy at LEGO, open innovation at Pillsbury, positioning and competition in the smartphone industry etc. 
• Updated Cases: Six substantially updated cases including Rubbermaid, WiLife, Gillette etc. 
• Latest Research: Latest research in the area of new products management on topics such as CPAS, open innovation, design-driven innovation, crowd-sourcing etc. have been added

• New Products Management