New Product Development For Dummies

by Karol, Robin; Nelson, Beebe; Nicholson, Geoffrey

• ISBN13: 9780470117705
• ISBN10: 0470117702
• Edition: 1st
• Format: Paperback
• Copyright: 2007-05-07
• Publisher: For Dummies

Summary

The global consumer product market is exploding. In 2006 alone, 150,000 new products were brought to market. Now for the bad news: of those, fewer than 5% were hits, and fewer than 15% will even exist five years from now. Written for small business owners and entrepreneurs looking for an inside track on new product development, New Product Development for Dummies offers you a unique opportunity to learn from two consummate insiders the secrets of successfully developing, marketing and making a bundle from a new product or service. You learn proven techniques for sizing up market potential and divining customer needs. You get tested-in-the-trenches strategies for launching a new product or service. And you get a frank, in-depth appraisal of the most challenging issues facing new product developers today, including the need to collaborate with global partners, optimizing technology development for a 21 st century marketplace, getting start-up capital in an increasingly competitive environment, and much more. Key topics covered include: Developing a winning NPD strategy Generating bold new ideas for products and services Understanding what your customers really want Keeping projects on track, on budget, and on-time Building effective cross-functional teams Planning and executing a blockbuster launch Collaborating with global partners Maximizing your chances for success No matter what size or type of business you're in, this book provides you with an unbeatable competitive advantage in the booming global marketplace for new products and services.

Author Biography

Robin Karol is CEO of the Product Development and Management Association (PDMA), a professional society that creates and nurtures a global community in which people and businesses learn to grow and prosper through innovation and the introduction of new products. Robin is an adjunct full professor at the University of Delaware Lerner School of Business Administration, where she teaches courses on the Management of Creativity and Innovation. Robin worked at DuPont for 23 years in various aspects of innovation and new product development, achieving the role of Director of Innovation Processes. A certified new product development professional (NPDP), she received her PhD in Biochemistry from the State University of New York at Buffalo. She has numerous publications and has presented at many conferences and workshops. The Industrial Research Institute (IRI) presented Robin with its Maurice Holland Award for the best paper in its journal Research-Technology Management in 2003.

Beebe Nelson is Co-Director of the International Association for Product Development (IAPD), a consortium of leading product developers who come together to improve their ability to execute new product development. She has organized, chaired, presented at, and facilitated conferences and workshops in product development, and has contributed chapters and articles in a number of venues. From 1998 to 2003, she was Book Review Editor of the Journal of Product Innovation Management, a publication of the PDMA. Beebe is a certified new product development professional (NPDP) and holds a doctorate in philosophy from the Harvard Graduate School of Education. Beebe has taught Philosophy at the University of Massachusetts at Boston and most recently in the College of Management at UMass-Lowell. She chairs the Advisory Council of Partners in Ending Hunger, a not-for-profit organization located in Maine.

Table of Contents

Foreword

Introduction

The Basics of New Product Development

It Takes a Company

What Are You Developing, and Why?

Defining Your Product Strategy

Charting the Ocean of Opportunity for New Products

What Do Your Customers Really Want?

Turning Your Company into an Idea Factory

Picking Winners and Losing Losers

Making the Most of Technology

Focusing Your NPD Efforts

Navigating the River of Product Development

One Foot in Front of the Other: The Product Development Process

Organizing the NPD Troops

Managing Your Corporation's NPD Resources

Using Reviews to Keep Projects on Track

Launching Products for Market Success

New Challenges in Product Development

Developing Products in the Digital Age

Product Development Goes Global

Choose Your Partner! Partners in Product Development

The Part of Tens

Ten Ideas on Ways to Test Your New Products

Ten (Or More) Ways to Track Your Innovation Efforts

Appendix: Business Case Outline

Index

Table of Contents provided by Publisher. All Rights Reserved.