Product Development For The Service Sector Lessons From Market Leaders

by Cooper, Robert G.; Edgett, Scott J.

• ISBN13: 9780738201054
• ISBN10: 0738201057
• Format: Hardcover
• Copyright: 1999-10-22
• Publisher: Basic Books

Summary

As the lines between products and services become less and less distinct, many managers and consultants advocate that manufacturing companies learn to think like the service sectorget close to the customer, offer multi-dimensional solutions, provide high-quality support. But in today's highly competitive and constantly changing marketplace, managers in service industries, such as banking, insurance, financial services, utilities, and retailing, can benefit enormously by thinking like manufacturersemploying a rigorous product development model to create and test new offerings, develop the most promising ones, and see them to market successfully. InProduct Development for the Service Sector,product development experts Cooper and Edgett draw from their extensive research, teaching, and consulting experience to offer service sector executives and managers a comprehensive overview of the principles of product development and how they can be successfully applied in any service industry.

Author Biography

Robert G. Cooper is a professor of marketing at McMaster University. Founder of the widely employed StageGate product development process, he lives in Oakville, Ontario. Scott J. Edgett is associate professor of marketing at McMaster University and director of the Product Development Institute. He lives in Ancaster, Ontario. Elko J. Kleinschmidt is professor of marketing and international business and director of the engineering and management program at McMaster University. He lives in Ancaster, Ontario. Robert G. Cooper is a professor of marketing at McMaster University. Founder of the widely employed StageGate product development process, he lives in Oakville, Ontario. Scott J. Edgett is associate professor of marketing at McMaster University and director of the Product Development Institute. He lives in Ancaster, Ontario. Elko J. Kleinschmidt is professor of marketing and international business and director of the engineering and management program at McMaster University. He lives in Ancaster, Ontario.

Table of Contents

Acknowledgments	vii
The Stakes Have Never Been Higher	1	(24)
Critical Drivers of Success: Process Factors	25	(22)
Critical Steps for Success: The Project Factors	47	(24)
Developing a Winning New Service Development Process	71	(28)
How to Build a Winner: From Idea to Launch, the Process in Detail	99	(48)
Issues and Challenges: New Approaches in the Innovation Process	147	(32)
Portfolio Management: More Than Just Project Selection	179	(42)
Defining, Designing, and Implementing Your New Process	221	(26)
Appendix A: The ProBE Diagnostic Tool	247	(2)
Appendix B: NewProd 2000---A Diagnostic Tool	249	(6)
Appendix C: NSP's Decision Form---Gates 2 to 4	255	(4)
Notes	259	(10)
Index	269