Handbook of Research on New Product Development

by Peter N. Golder, Debanjan Mitra

Overview

New products are the major driver of revenue growth in today's dynamic business environment. In this Handbook, the world's foremost experts on new product development bring together the latest thinking on this vitally important topic. These thought-leading authors organize knowledge into useful and insightful frameworks, covering all aspects of new product development: companies, collaborators, customers, context, markets, and performance.

The contributors delve into a broad range of topics, covering each one deeply and comprehensively. Careful attention to the development of these topics make it a fantastic single-source reference for state-of-the-art knowledge on new product development, including comprehensive sets of questions and discussion topics to inspire future research.

Managers will benefit from the Handbook by expanding their knowledge of new product development, and for researchers, the book provides a comprehensive look at the current research, as well as offering opportunities to continue expanding on this body of knowledge.

Contributors include: A.M. Baker, B.L. Bayus, S. Bharadwaj, D. Boyd, R.J. Calantone, G. Challagalla, D. Chandrasekaran, G. Colarelli O'Connor, R.G. Cooper, C.A. Di Benedetto, N. Donthu, E. Fang, G.J. Fisher, N.Z. Foutz, N. Franke, E. Genc, J. Goldenberg, P.N. Golder, D.A. Griffith, E. Keko, V. Kuppuswamy, D. Mitra, C. Moorman, C.P. Moreau, H. Nguyen, J.C. Prabhu, G.J. Prevo, N. Ramani, V.R. Rao, S.M. Shugan, R. Srinivasan, S. Stremersch, G.J. Tellis, L.H. Vincent, E. von Hippel, S. Wies, G. Yalcinkaya, E. Yin

Product Details

ISBN-13:	9781784718169
Publisher:	Edward Elgar Publishing
Publication date:	08/30/2019
Series:	Research Handbooks in Business and Management series
Pages:	480
Product dimensions:	6.62(w) x 9.62(h) x (d)

About the Author

Edited by Peter N. Golder, Professor of Marketing, Tuck School of Business, Dartmouth College and Debanjan Mitra, Professor of Marketing and Voya Financial Chair, University of Connecticut School of Business, US

Table of Contents

Contents:

PART I Introduction and Overview
1. New Product Development Research: Consolidating the Present and Guiding the Future
Peter N. Golder and Debanjan Mitra

PART II Idea Generation
2. Taming the Creative Spark: Insights from research on creativity in new product development
Drew Boyd and Jacob Goldenberg

3. The What, Who and How of Innovation Generation
Elio Keko, Gert Jan Prevo and Stefan Stremersch

4. Customer-Driven Innovation: A Conceptual Typology, Review of Theoretical Perspectives, and Future Research Directions
Gregory J. Fisher and Eric (Er) Fang

5. The Paradigm Shift from Producer to Consumer Innovation: Implications for Consumer Research
C. Page Moreau, Nikolaus Franke and Eric von Hippel

6. Institutionalizing an Innovation Function: Moving Beyond the Champion
Gina Colarelli O’Connor

PART III Market Analysis
7. Digital Multisided Platforms: An Innovation Research Agenda
Raji Srinivasan and Nandini Ramani

8. Innovation in China and India
Eden Yin and Jaideep C. Prabhu

PART IV Product Design and Development
9. The State of New Product Design and Forecasting Research: Recent Developments and Future Directions
Natasha Zhang Foutz and Vithala R. Rao

10. Strategic Use of Product Enhancements: Upgrades, Add-ons, Extras, and Accessories
Steven M. Shugan

11. Sustainable New Product Development
Ebru Genç and C. Anthony Di Benedetto

12. Open Innovation in the Brand Management Context
Roger J. Calantone and Hang T. Nguyen

PART V Commercialization
13. Global Product Launch: A Perspective on Past, Present and Future Research
David A. Griffith and Goksel Yalcinkaya

PART VI Market Outcomes
14. A Summary and Review of New Product Diffusion Models and Key Findings
Deepa Chandrasekaran and Gerard J. Tellis

15. Word-of-Mouth Processes in Marketing New Products: Recent Research and Future Opportunities
Andrew M. Baker and Naveen Donthu

16. Firm Innovation and the Stock Market
Simone Wies and Christine Moorman

17. A Review of Crowdfunding Research and Findings
Venkat Kuppuswamy and Barry L. Bayus

18. Antecedents, Consequences, and the Mediating Role of Innovation: Empirical Generalizations
Leslie H. Vincent, Sundar G. Bharadwaj and Goutam Challagalla

19. Best Practices and Success Drivers in New Product Development
Robert G. Cooper

Index

Editorial Reviews

‘Peter Drucker said “Business has only two functions – marketing and innovation.” Imagine a collection of the latest thinking on the intersection of those two functions, leading to effective new product development. Golder and Mitra have produced such a collection, with contributions by just the right authors on just the right topics. Researchers should consult this Handbook when choosing research topics. Educators should consult this Handbook for material to share with their students. And managers should consult this Handbook so they can apply the latest thinking to their innovation efforts. An instant classic!’

Gary L. Lilien

'This book does an excellent job of summarizing what is known, and importantly what needs to be known, about new product development. Covering topics ranging from idea generation to predicting market-place performance, it is a valuable resource for anyone who wants to be current in this area.'
—Donald Lehmann, Columbia University, US

'Peter Drucker said ''Business has only two functions - marketing and innovation.'' Imagine a collection of the latest thinking on the intersection of those two functions, leading to effective new product development. Golder and Mitra have produced such a collection, with contributions by just the right authors on just the right topics. Researchers should consult this Handbook when choosing research topics. Educators should consult this Handbook for material to share with their students. And managers should consult this Handbook so they can apply the latest thinking to their innovation efforts. An instant classic!'
—Gary L. Lilien, Penn State University, US

From the Publisher

‘This book does an excellent job of summarizing what is known, and importantly what needs to be known, about new product development. Covering topics ranging from idea generation to predicting market-place performance, it is a valuable resource for anyone who wants to be current in this area.’

Donald Lehmann