The Fast Path to Corporate Growth: Leveraging Knowledge and Technologies to New Market Applications / Edition 1

The Fast Path to Corporate Growth: Leveraging Knowledge and Technologies to New Market Applications / Edition 1

by Marc H. Meyer
ISBN-10:
0195180860
ISBN-13:
9780195180862
Pub. Date:
05/02/2007
Publisher:
Oxford University Press, USA

Hardcover

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Overview

The Fast Path to Corporate Growth: Leveraging Knowledge and Technologies to New Market Applications / Edition 1

Every company can point to a growth strategy. Few, however, systematically implement it; instead, they tweak current products with incremental innovations, or attempt to buy growth through acquisitions. Neither is a satisfactory solution. Internally generated growth accomplished thorugh product line renewal and new service development is essential to the long-term vitality of business across industries.

The Fast Path to Corporate Growth takes on the challenge large corporations have in developing new product lines that address new market applications and provide new streams of revenue. The book integrates the key disciplines—new product strategy, user research, concept development and prototyping, market testing, and business modeling—into a practical framework for generating enterprise growth.

The book illustrates that framework with in-depth examples of companies—including IBM, Honda, and Mars—that have generated impressive results by leveraging their core technologies to new markets and to new uses. Many of these examples contain templates that readers can use in their own projects. The book also addresses the human side of new market applications, providing advice on what executives and innovation team leaders must do to execute the steps of Meyer's framework for developing new market applications.

This comprehensive guide to growth will appeal to R&D practitioners, new business development strategists, product managers, and to students in engineering management, innovation management, and corporate strategy.

Product Details

ISBN-13: 9780195180862
Publisher: Oxford University Press, USA
Publication date: 05/02/2007
Edition description: New Edition
Pages: 304
Sales rank: 814,226
Product dimensions: 9.30(w) x 6.30(h) x 1.10(d)

About the Author

Marc H. Meyer Matthews Distinguished University Professor and Department Chair, Entrepreneurship and Innovation Group of the the College of Business at Northeastern University.

Table of Contents


Introduction: The Fast Path to Corporate Growth     3
IBM Rises from the Ashes     11
A Framework for Action     33
Segmenting Markets for Growth     49
Understanding User Needs     73
Creating Design Concepts, Prototyping, and Validating Design Choices     99
How Honda Innovates     125
Product Line and Platform Development     143
Honda's Element Comes to Life     171
Business Model Innovation     191
New Brand and Product Line Development at Mars     211
Making the Business Case     239
Executive Decision Making     269
Leading Teams to Growth     285
Underlying Technology Principles in IBM's Renewal     305
Index     317

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