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Cagan, Jonathan : Carnegie Mellon University
Vogel, Craig M. : Carnegie Mellon University
1. What Drives New Product Development.
Redefining the Bottom Line.
Identifying Product Opportunities: The SET Factors.
POG and SET Factor Case Studies.
2. Moving to the Upper Right.
Integrating Style and Technology.
Style vs. Technology: A Brief History of the Evolution of Style and Technology in the 19th and 20th Centuries.
Middle Class and the Height of Mass Marketing.
Positioning Map: Style vs. Technology.
Positioning Map of Starbucks. Knockoffs and Rip-offs.
Revolutionary vs. Evolutionary Product Development.
3. The Upper Right: The Value Quadrant.
The Sheer Cliff of Value-The Third Dimension.
Value Opportunities Value Opportunity Charts and Analysis.
The Time and Place for Value Opportunities.
The Upper Right for Industrial Products.
4. The Core of a Successful Brand Strategy: Breakthrough Products and Services.
Brand Strategy and Product Strategy.
Corporate Commitment to Product and Brand.
Corporate Values and Customer Values.
Managing Product Brand.
Starting from Scratch: Iomega.
Maintaining an Established Identity: Harley.
Brand and the Value Opportunities.
5. A Comprehensive Approach to User-Centered, Integrated New Product Development.
Clarifying the Fuzzy Front End of New Product Development.
User-Centered iNPD Process.
6. Integrating Disciplines and Managing Diverse Teams.
User-Centered iNPD Facilitates Customer Value.
Understanding Perceptual Gaps.
Part Differentiation Matrix.
Issues in Team Management: Team Empowerment.
iNPD Team Integration Effectiveness.
7. Understanding the User's Needs, Wants, and Desires.
Overview: Usability and Desirability.
An Integrated Approach to a User-Driven Process.
Scenario Development (Part I).
New Product Ethnography.
Ergonomics: Interaction, Task Analysis, and Anthropometrics.
Scenario Development (Part II).
Broadening the Focus.
Visualizing Ideas and Concepts Early and Often.
8. Case Studies: The Power of the Upper Right.
Overview of Case Studies.
9. Automotive Design: Product Differentiation through User-Centered iNPD.
The Dynamic SET Factors of the Auto Industry.
The Design Process and Complexities.
Breaking Down the Process.
Positioning: Product Differentiation.
The Retro Craze.
A Case Study of iNPD at Carnegie Mellon University.
Implications of User-Centered iNPD on the Auto Industry.
Have Faith in the Leap.
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