Creating and Marketing New Products and Services

Author: Rosanna Garcia
Publisher: CRC Press
ISBN: 1482203618
Format: PDF, ePub
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It’s no secret that some of the most successful companies, such as 3M, Procter & Gamble, Microsoft, and Mercedes-Benz, are also known for their new product development strategies. Creating and Marketing New Products and Services teaches the key business and marketing principles needed to successfully design and launch new products and services in today’s global market. It begins by providing the foundation required to understand the role of new product development in the innovating organization. The book emphasizes marketing research techniques that can help firms identify the voice of the customer and incorporate these findings into their new product development process. It addresses the role of sustainability in innovation, open innovation strategies, and international co-development efforts of new products and services. Explaining how to manage the development and marketing of new products and services, this book will teach you how to: Select a new product strategy that matches the needs of your organization Set up a disciplined process for new product development Define target market opportunities and search out high potential ideas Understand customer needs, structure them, and prioritize the needs to clearly define the benefits and values that your product will deliver Integrate marketing, engineering, R&D, and production resources to design a high-quality product that satisfies customer needs and delivers value Forecast sales before market launch based on testing of the product and the marketing plan The concepts discussed in the book can help to boost innovation and improve the performance of any type of organization. Some of the concepts presented are generic and others must be modified for each application. Together, they can lead to greater profitability and reduced risk in the new product development activities within your organization.

Rules For Revolutionaries

Author: Guy Kawasaki
Publisher: Harper Collins
ISBN: 088730995X
Format: PDF, Mobi
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Guy Kawasaki, CEO of garage.com and former chief evangelist of Apple Computer, Inc., presents his manifesto for world-changing innovation, using his battle-tested lessons to help revolutionaries become visionaries. Create Like a God Turn conventional wisdom on its head-create revolutionary products and services by analyzing how to approach the problems at hand. Command Like a King Take charge and make tough, insightful, and strategic decisions-break down the barriers that prevent product adoption and avoid "death magnets" (the stupid mistakes just about everyone makes). Work Like a Slave Get ready for hard work, and lots of it. To go from revolutionary to visionary, you'll need to eat like a bird-relentlessly absorbing knowledge about your industry, customers, and competition--and poop like an elephant--spreading the large amount of information and knowledge that you've gained. Filled with insights from top innovators such as Amazon.com, Dell, Hallmark, and Gillette and rich with hands-on experience from the front lines of business, Rules for Revolutionaries will empower you--whether you're an entrepreneur, engineer, inventor, manager, or small business owner--to turn your dreams into reality, your reality into products, and your products into customer magnets.

Creating Innovative Products and Services

Author: Gijs van Wulfen
Publisher: Gower Publishing, Ltd.
ISBN: 1409459055
Format: PDF, ePub, Docs
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Really new products and services are scarce, yet the need for them is huge. That's why Innovation is an important managerial instrument – but many of us struggle with how to approach it. Gijs van Wulfen's Creating Innovative Products and Services is an essential read for anyone involved in new product or service design, brand development, new business development or organizational development because it 'unfuzzies' the front end of innovation with practical tools, effective checklists and an inspiring innovation route map. Gijs van Wulfen explains how to: • Build a committed ideation team, compile a concrete innovation assignment and identify opportunities; • Explore trends, technology and potential customers, then choose the most positive opportunities and customer insights to transfer to the next step - raise ideas; • Develop twelve new promising innovative product or service concepts; • Check the concepts in qualitative research among potential clients and improve them; • Work the best into a tangible mini business case per product idea, and present them for decision making and adoption in the regular stage gate development process. The effective 5-step FORTH method presented in this book, will jump start your product and service innovations. The success of this practical approach is highlighted in a case study of one of the largest insurance companies in The Netherlands: Univé VGZ IZA Trias and is suitable for both business-to-consumer and business-to-business markets. Creating Innovative Products and Services has been written for directors, managers, advisors and innovation specialists in organisations who are responsible for, or involved in, product innovation. In it you will find practical guidance through every stage.

Achieving Planned Innovation

Author: Frank R. Bacon
Publisher: Simon and Schuster
ISBN: 0684839903
Format: PDF, ePub, Docs
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Presents a scientific five-step paradigm that aims to increase the success rate of new products in the market place.

Creating Innovative Products and Services

Author: Gijs van Wulfen
Publisher: Gower Publishing, Ltd.
ISBN: 1409459055
Format: PDF, Kindle
Download and Read
Really new products and services are scarce, yet the need for them is huge. That's why Innovation is an important managerial instrument – but many of us struggle with how to approach it. Gijs van Wulfen's Creating Innovative Products and Services is an essential read for anyone involved in new product or service design, brand development, new business development or organizational development because it 'unfuzzies' the front end of innovation with practical tools, effective checklists and an inspiring innovation route map. Gijs van Wulfen explains how to: • Build a committed ideation team, compile a concrete innovation assignment and identify opportunities; • Explore trends, technology and potential customers, then choose the most positive opportunities and customer insights to transfer to the next step - raise ideas; • Develop twelve new promising innovative product or service concepts; • Check the concepts in qualitative research among potential clients and improve them; • Work the best into a tangible mini business case per product idea, and present them for decision making and adoption in the regular stage gate development process. The effective 5-step FORTH method presented in this book, will jump start your product and service innovations. The success of this practical approach is highlighted in a case study of one of the largest insurance companies in The Netherlands: Univé VGZ IZA Trias and is suitable for both business-to-consumer and business-to-business markets. Creating Innovative Products and Services has been written for directors, managers, advisors and innovation specialists in organisations who are responsible for, or involved in, product innovation. In it you will find practical guidance through every stage.

Collaboration and Co creation

Author: Gaurav Bhalla
Publisher: Springer Science & Business Media
ISBN: 9781441970824
Format: PDF, Kindle
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Today’s consumers are more knowledgeable, networked, and vocal. For them consumption is not merely an act of buying products and services, but an expression of their creative potential. Consequently, they are demanding a say and a voice in how companies conceive, develop, and deliver value to them. It is not surprising, therefore, to hear that a large number of companies are transforming how they innovate—not only in terms of developing new products and services, but in how they are created, delivered, and supported to customers. Open Innovation thinking, where companies collaborate with suppliers, distributors, and customers to co-create unique value, is fast replacing traditional thinking that viewed innovation as a proprietary activity and marketing as a static, one-way broadcast. However, while there is significant advocacy and buy-in for collaborating with customers, there is little guidance for companies on how to undertake the journey from applause and appreciation to execution. Only reading about others’ success stories – Nike, Hallmark, P&G, Mozilla, etc. – is not sufficient for helping a company develop a blueprint for themselves. In Customer Driven Innovation, strategy and branding consultant Gaurav Bhalla presents a concrete framework to help companies systematically and effectively design and implement collaborative innovation programs with their customers that can be applied in both business-to-business and business-to-consumer contexts. The authors describe how today’s technologies allow companies to create dynamic dialogues with their customers through shared networks, virtual marketing techniques, and blogs to develop deeper relationships that reinforce brand loyalty and ultimately drive growth. They challenge traditional approaches to market research that measure "customer satisfaction" from a rear-window perspective, and help companies and their customers look forward instead.P>

New Service Development

Author: James Fitzsimmons
Publisher: SAGE
ISBN: 9780761917427
Format: PDF, Mobi
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This is the first book to address the topic of new service development for the evolving experience economy. It draws upon the expertise of internationally recognized authors and covers topics in service innovation, process design, and implementation. Contributors from the fields of operations management, marketing, marketing information technology, and organizational behaviour explore the issues that service firms must address to sustain advantage in the new experience economy.

Built to Love Creating Products That Captivate Customers Large Print 16pt

Author: Jonathan Cagan
Publisher: ReadHowYouWant.com
ISBN: 1459626893
Format: PDF, Mobi
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Built to Love reveals how companies can create captivating products that energize the marketplace and set the standard for what customers want and expect. Firms often hope the answer is to produce the latest high technology devices - only to find that they fail to light up the marketplace. Or firms rely on ads that overstate or mislead, leaving the customer disappointed and disillusioned. Instead, a deeper emotional engagement between the customer and product is required, regardless of whether the products are physical products, services, technologies, software, systems, or brands. Using a combination of industry - based research and laboratory experiments, the authors demonstrate that customers will richly pay for products that authentically provide emotional fulfillment. They uncover the science behind successful products that create an avid and loyal following, and they present evidence that product emotions increase a product's success in the marketplace as well as a firm's success in the stock market (even when the economy is down!). A practical how - to guide, the book next shows how to analyze customers' emotional needs and translate those needs into features that galvanize customers. Throughout, the book uses revealing case studies that show how to energize customers in both consumer and business - to - business worlds, in both large and small firms.

Winning at New Products

Author: Robert G. Cooper
Publisher: Basic Books
ISBN: 0465093337
Format: PDF, Kindle
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A fully updated edition of the classic business reference book on product development from a world renowned innovation management scholar For more than two decades, Winning at New Products has served as the bible for product developers everywhere. Robert G. Cooper demonstrates why consistent product development is vital to corporate growth and how to maximize your chances of success. Citing the author's most recent research, Winning at New Products showcases innovative practices by industry leaders to present a field-tested game plan for achieving product leadership. Cooper outlines specific strategies for making sound business decisions at every step-from idea generation to launch. This fully updated and expanded edition is an essential resource for product developers around the world. "This is a must read. There's so much new in this book, from how to generate the breakthrough ideas, picking the winners, and driving them to market successfully." --Philip Kotler, Professor of International Marketing, Northwestern University, Kellogg School of Management

Identifying Hidden Needs

Author: K. Goffin
Publisher: Springer
ISBN: 0230294480
Format: PDF, ePub, Mobi
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Too many new products fail. New products which are hard to differentiate from existing products won't capture the customer's imagination. The failure is due to a poor understanding of customers' needs. Companies need to take a radical approach to identifying customers' real needs, and this book demonstrates innovative ways to achieve this.