The PDMA Handbook of Innovation and New Product Development

State-of-the-art overview of all aspects of new product development from start to finish

The Product Development and Management Association (PDMA) Handbook of Innovation and New Product Development provides an exceptional review of cutting-edge topics for both new and experienced product development leaders, and academics interested in emerging research, offering a comprehensive and updated guide to the practices, processes, and tools critical to achieving and sustaining new product/service development success in today’s world and delivering valuable information on the fundamentals as well as emerging practices.

This edition is completely revised to include 32 new and refreshed chapters on topics including: Creating Successful Innovation, Sustainable New Product Development (NPD), Digital Transformation of NPD, the Changing Role of Design Thinking, Market Forecasting, and much more.

In The Product Development and Management Association (PDMA) Handbook of Innovation and New Product Development, readers can expect to find specific information on:

• What separates the winners from the losers when it comes to new products, plus what drives new product success from a holistic standpoint
• Effective front end innovation practices, portfolio management for product innovation, and identifying significant new business opportunities
• Obtaining customer needs for product development, harnessing user research for product innovation, and making market analytics work for you
• Design thinking, artificial intelligence and new product development

The 4th edition of The Product Development and Management Association (PDMA) Handbook of Innovation and New Product Development is an essential reference for anyone with responsibility for product development activities, from novices looking for fundamentals to experts seeking insights on emerging concepts and is relevant for all functions and all industries.

The Product Development and Management Association (PDMA) is a global community connecting thousands of members whose skills, expertise and experience power the most recognized and respected innovative companies in the world. PDMA’s unique triad of members include product development and management practitioners, academics, and service providers in a variety of industries and knowledge areas, including new product process, strategy innovation, market research, tools and metrics, organizational issues and portfolio management.

The Product Development and Management Association (PDMA) is a global community of thousands of members whose skills, expertise and experience power the most recognized and respected innovative companies in the world. PDMA's unique triad of members include product development and management practitioners, academics and service providers in a variety of industries and knowledge areas, including new product process, strategy innovation, market research, tools and metrics, organizational issues and portfolio management.

Contents

Introduction ix

SECTION ONE: Getting Started with New Product Development and Innovation 1

1 New Products: What Separates the Winners from the Losers and What Drives Success 3

Robert G. Cooper

2 An Innovation Management Framework: A Model for Managers Who Want to Grow Their Businesses 45

Paul Mugge and Stephen K. Markham

3 Sustainable Innovations and Sustainable Product Innovations: Definitions, Potential
Avenues, and Outlook 59

Rajan Varadarajan

4 Organizational Design for Innovation: Leveraging the Creative Problem-solving Process to Build Internal Innovation Effectiveness 81

Wayne Fisher

5 Repurposing: A Collaborative Innovation Strategy for the Digital Age 103

Bastian Rake and Marvin Hanisch

6 Innovation Governance 121

Rod B. McNaughton

Section TWO: New Product Development Process 137

7 Toward Effective Portfolio Management 139

Hans van der Bij and Eelko K.R.E. Huizingh

8 The Politics of Process: The Portfolio Management Framework 155

Stephen K Markham

9 Integrating IP Actions into NPD Processes: Best Practices for Protecting (and
Promoting) New Product Innovation 181

Joshua L. Cohen, Esq.

10 Managing the Front End of Innovation (FEI): Going Beyond Process 203

Jelena Spanjol and Lisa Welzenbach

11 Opportunistic New Product Development 227

Floor Blindenbach-Driessen and Jan van den Ende

12 Really New Product Launch Strategies: Prescriptive Advice to Managers from
Consumer Research Insights 247

Sven Feurer, Steve Hoeffler, Min Zhao, and Michal Herzenstein

13 Managing the Supply Chain Implications of Launch 267

C. Anthony Di Benedetto and Roger J. Calantone

14 New Product Development in East Asia: Best Practices and Lessons to Be Learned 279

Martin Hemmert

Section THREE: User Participation and Value Creation in New
Product Development 297

15 Navigating Open Innovation 299

Rebecca J. Slotegraaf and Girish Mallapragada

16 How to Leverage the Right Users at the Right Time Within User-Centric Innovation Processes 315

Andrea Wöhrl, Sophia Korte, Michael Bartl, Volker Bilgram, and Alexander Brem

17 Harnessing Ordinary Users’ Ideas for Innovation 337

Peter R. Magnusson

18 New Product Co-Creation: Key Insights and Success Factors 351

Gregory J. Fisher and Aric Rindfleisch

19 Crowdsourcing and Crowdfunding: Emerging Approaches for New Product Concept Generation and Market Testing 367

Mohammad Hossein Tajvarpour and Devashish Pujari

Section FOUR: Transformative Forces of New Product Development and Innovation 385

20 Digital Transformation in the Making: Lessons from a Large Energy Company 387

Luigi M. De Luca, Andrea Rossi, Zahir Sumar, and Gabriele Troilo

21 Hybrid Intelligence for Innovation: Augmenting NPD Teams with Artificial Intelligence and Machine Learning 407

Frank T. Piller, Sebastian G. Bouschery, and Vera Blazevic

22 AI for User-Centered New Product Development—From Large-Scale Need Elicitation to Generative Design 425

Tucker J. Marion, Mohsen Moghaddam, Paolo Ciuccarelli, and Lu Wang

23 Re-thinking Design Thinking: The Transformative Role of Design Thinking in New Product Development 445

Marina Candi, Claudio Dell’Era, Stefano Magistretti, K. Scott Swan, and Roberto Verganti

Section Five: Service Innovation 459

24 Innovation When All Products Are Services 461

Anders Gustafsson, Per Kristensson, Gary R. Schirr, and Lars Witell

25 New Product Development by Extending the Business Model 477

Christer Karlsson and Thomas Frandsen

26 How to Build Subscription Business Models 497

Charley Qianlei Chen, William C. Zhou, and Sunny Li Sun

Section Six: Applications in New Product Development 511

27 Obtaining Customer Needs for Product Development 513

Abbie Griffin

28 The Evolving Influence of Customer Needs on Product Development 529

Kristyn Corrigan

29 Choice-based Conjoint Analysis: Reveal Customer Preferences to Increase
Product-market Fit 543

Garth V. Brown

30 Creativity Tools for New Product Development 565

Teresa Jurgens-Kowal

31 Forecasting New Products 587

Kenneth B. Kahn

32 A Practical Guide to Facilitating a Design Thinking Workshop 601

Wayne Fisher

Appendix: About the Product Development and Management Association (PDMA) 619

PDMA Glossary of New Product Development Terms 627

Index 661

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