Developing new products and services: learning, differentiation, and innovation / G. Lawrence Sanders ; with contributions by Ron Huefner ... [et al.].
Sanders, G. Lawrence.; Huefner, Ronald J.
2012
HF5415.153 .S263 2012
Available Online

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Title
Developing new products and services: learning, differentiation, and innovation / G. Lawrence Sanders ; with contributions by Ron Huefner ... [et al.].
Author
Sanders, G. Lawrence.
Edition
1st ed.
ISBN
9781606492413 (pbk.)
9781606492420 (electronic bk.)
DOI
https://doi.org/10.4128/9781606492420
Publication Details
[New York, N.Y.] (222 East 46th Street, New York, NY 10017) : Business Expert Press, c2012.
Language
English
Description
1 electronic text (xx, 340 p.) : ill., digital file.
Item Number
10.4128/9781606492420 doi
Call Number
HF5415.153 .S263 2012
Dewey Decimal Classification
658.575
Distributor No.
2 BEP
Summary
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 services using extravagant engineering and delivering low-cost versions of products and services using frugal engineering. Delivering innovative products is accomplished by an endless cycle of business planning, creative and innovative insight, and learning-about and learning-by-doing activities.
Note
"For PowerPoint slides and other supplemental materials that accompany this book, please visit www.glsanders.wordpress.com."
Bibliography, etc. Note
Includes bibliographical references (p. 327-335) and index.
Access Note
Access limited to authorized users.
Available Note
Also available in print.
System Details Note
Mode of access: World Wide Web.
System requirements: Adobe Acrobat reader.
Source of Description
Title from PDF t.p. (viewed on October 28, 2011).
Added Author
Huefner, Ronald J.
Series
Marketing research collection.
Available in Other Form
Print version: 9781606492413
Linked Resources
Online Access
Record Appears in
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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.

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