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Creating Breakthrough Products : Innovation from Product Planning to Program Approval

Creating Breakthrough Products : Innovation from Product Planning to Program Approval - 02 edition

ISBN13: 978-0139696947

Cover of Creating Breakthrough Products : Innovation from Product Planning to Program Approval 02 (ISBN 978-0139696947)
ISBN13: 978-0139696947
ISBN10: 0139696946
Cover type:
Edition/Copyright: 02
Publisher: Financial Times Prentice Hall
Published: 2002
International: No

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Creating Breakthrough Products : Innovation from Product Planning to Program Approval - 02 edition

ISBN13: 978-0139696947

Jonathan Cagan and Craig M. Vogel

ISBN13: 978-0139696947
ISBN10: 0139696946
Cover type:
Edition/Copyright: 02
Publisher: Financial Times Prentice Hall

Published: 2002
International: No

Author Bio

Cagan, Jonathan : Carnegie Mellon University


Vogel, Craig M. : Carnegie Mellon University

Table of Contents

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.
Resource Allocation.


6. Integrating Disciplines and Managing Diverse Teams.

User-Centered iNPD Facilitates Customer Value.
Understanding Perceptual Gaps.
Team Functionality.
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.
Lifestyle Reference.
Ergonomics: Interaction, Task Analysis, and Anthropometrics.
Scenario Development (Part II).
Broadening the Focus.
Product Definition.
Visualizing Ideas and Concepts Early and Often.
Research Acknowledgements.


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.


Research Acknowledgments.
Epilogue.
Future Trends.
Have Faith in the Leap.
References.
Index.

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Cover of Creating Breakthrough Products 2nd edition

Creating Breakthrough Products - 2nd edition

ISBN13: 978-0133011425
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