Managing the New Product Development Process: Cases and Notes / Edition 1

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The contents of this book are based on the Harvard Business School course 'New Product Development: An Analytical Approach.' The book's objective is to provide the knowledge necessary for a manager to use and employ these tools effectively in new product decision making.
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Product Details

  • ISBN-13: 9780201526271
  • Publisher: Prentice Hall Professional Technical Reference
  • Publication date: 8/31/1992
  • Series: A-W Marketing Series
  • Edition number: 1
  • Pages: 392
  • Product dimensions: 6.27 (w) x 9.19 (h) x 0.67 (d)

Table of Contents

1. New Product Development.
Note 1: Matching the Process of Product Development to Its Context.
Case 1: New York Life Insurance Company: Pension Department.
Case 2: Sealed Air Corporation.
Case 3: Henkel Group: Umbrella Branding and Globalization Decisions.

2. Market-Based Guidelines for Product Design and Positioning.
Note 2: Concept Testing.
Note 3: Perceptual Mapping-A Manager's Guide.
Note 4: Conjoint Analysis: A Manager's Guide.
Case 4: Techsonic Industries, Inc.: Humminbird-New Products.
Case 5: MSA: The Software Company: Planning the AMAPS Product Line.
Case 6: Strategic Industry Model: Emergent Technologies.

3. Formulating the Market Introduction Strategy.
Note 5: Researching and Monitoring Consumer Markets.
Note 6: Industrial Market Research: Beta Test Site Management.
Case 7: Johnson Wax: Enhance (A), Johnson Wax: Enhance (B).
Case 8: Cumberland Metal Industries: Engineered Products Division, 1980.
Case 9: General Mills, Inc.: Yoplait Custard-style Yogurt (A), General Mills, Inc.: Yoplait Custard-style Yogurt (B).

4. Managing the Dynamics of Product Line Evolution.
Note 7: The House of Quality.
Case 10: Barco Projection Systems (A): Worldwide Niche Marketing

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