Developing new products and services learning, differentiation, and innovation /
The focus of the book is on the up-front activities and ideas for new product and service development. A central theme of this book is that there is, or should be, a constant struggle going on in every organization, business, and system between delivering feature-rich versions of products and servic...
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| Format: | Electronic eBook |
| Language: | English |
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[New York, N.Y.] (222 East 46th Street, New York, NY 10017) :
Business Expert Press,
c2012.
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| Edition: | 1st ed. |
| Series: | Marketing research collection.
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| Online Access: | Click to View |
Table of Contents:
- Preface
- Acknowledgments
- 1. Understanding entrepreneurship, diffusion, and R&D in the context of monopolistic competition
- 2. Fundamental concepts of product and price differentiation
- 3. Differentiation in action
- 4. The role of dynamic tension in constructing versioning and product differentiation curves
- 5. Examples of product differentiation and versioning curves
- 6. Facilitating creativity and innovation
- 7. Conceptualizing products and services using the FAD template
- 8. Strategic planning approaches for product differentiation and innovation
- 9. The ten-ten planning process: crafting a business story
- 10. Lock-in and revenue growth
- 11. Valuing the business
- 12. Developing a business plan
- 13. Project management for new product and services development
- 14. Re-priming the business using real options concepts
- 15. Wrap-up
- Notes
- References
- Index.