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 disciplinesnew product strategy, user research, concept development and prototyping, market testing, and business modelinginto a practical framework for generating enterprise growth.
The book illustrates that framework with in-depth examples of companiesincluding IBM, Honda, and Marsthat 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.
|Publisher:||Oxford University Press, USA|
|Edition description:||New Edition|
|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