ISBN-10:
0201526271
ISBN-13:
9780201526271
Pub. Date:
08/31/1992
Publisher:
Prentice Hall Professional Technical Reference
Managing the New Product Development Process: Cases and Notes / Edition 1

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

by Robert J. Dolan

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Product Details

ISBN-13: 9780201526271
Publisher: Prentice Hall Professional Technical Reference
Publication date: 08/31/1992
Series: A-W Marketing Series
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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