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 Online Resources > Ebooks
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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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