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Creating Breakthrough Products: Innovation from Product Planning to Program Approval

Creating Breakthrough Products: Innovation from Product Planning to Program Approval


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About the Book

Most products fail. Some succeed. A few redefine their markets-or even create entirely new markets. This book is about what it takes to create those breakthrough products and services. Drawing upon nearly a decade of advanced research, Jonathan Cagan and Craig M. Vogel identify the key factors associated with successful innovation--and offer a revolutionary approach to building tomorrow's great products. *Gain real insight into emerging trends-in both consumer and industrial markets*Identify Product Opportunity Gaps that can lead to entirely new markets*Navigate the "Fuzzy Front End" of the product development process, when products and markets aren't yet defined*Make appropriate use of both qualitative and quantitative tools*Connect strategic planning and brand management to product development*Build diverse product teams that work together smoothlyCreating Breakthrough Products transforms innovation from serendipity to science, giving you tools for creating products that change the rules of the game and achieve significant competitive advantage. "Cagan and Vogel have nailed it! This is the first book I have read which addresses the three key areas of modern product development: understanding the value dimension, understanding the branding dimension, and understanding the consumer dimension. The authors successfully knit these concepts together into an effective and readable continuum that provides usable insight and tools that anyone in a product development role can use." --Charles JonesVice President, Global Consumer Design, Whirlpool Corporation"Anyone interested in the design of everyday things in our lives would appreciate this book. It shows how good design can be made and why there is no longer any excuse for not having it in all the things we love to use."--Bruce NussbaumEditorial Page Editor and Design Editor, BusinessWeek "Cagan and Vogel's Creating Breakthrough Products is an engaging and insightful look at innovation. The authors have chosen their case studies widely and wisely, and they have produced a book that should find a receptive readership among the diverse membership of successful product development teams." --Henry PetroskiAuthor of Invention by Design and The Evolution of Useful Things"Cagan and Vogel have written a straightforward, easy-to-follow book that describes the how to's of great product development. Full of case studies and examples, their book provides important insight for the novice as well as the veteran product developer."--Nancy PhilippartDirector, Product Development, Accessories, General Motors Corporation"In a business where the shelf life of your product is a weekend, I found the book's approach to a disciplined strategic team concept (iNPD) to be an invaluable tool in marketing strategies where identifying and targeting customers is paramount. Essentially every film is a new product and "breakthrough product" is the name of the game. Now, thanks to Cagan and Vogel, there is finally a mantra for the next millennium: form and function must fulfill fantasy." --Anthony SellaExecutive Vice President of Advertising and Marketing, Creative Director, Twentieth Century Fox"Whether you're new to the game and don't want to break something on the way to the next salary grade, or you are experienced and want to push your company to new levels of performance and innovation in today's marketplace, I highly recommend spending time with this book."--Lou LenziVice President, New Media Services SBU, Thomson Multimedia Inc."As one of the participants with Professors Cagan and Vogel in the Carnegie Mellon Integrated Product Development course work, we have seen first hand the benefits of the "breakthrough conceptualizing" and "movement to the Upper Right" tools expounded in this book. Clearly the case studies presented speak for themselves and provide a business model for innovation in any industry."--Gurminder S. BediVice President, North American Truck, Ford Motor Company

Table of Contents:
1. What Drives New Product Development. Redefining the Bottom Line. Identifying Product Opportunities: The SET Factors. POG and SET Factor Case Studies. 2. Moving to the Upper Right. Integrating Style and Technology. Style vs. Technology: A Brief History of the Evolution of Style and Technology in the 19th and 20th Centuries. Middle Class and the Height of Mass Marketing. Positioning Map: Style vs. Technology. Positioning Map of Starbucks. Knockoffs and Rip-offs. Revolutionary vs. Evolutionary Product Development. 3. The Upper Right: The Value Quadrant. The Sheer Cliff of Value-The Third Dimension. Value Opportunities Value Opportunity Charts and Analysis. The Time and Place for Value Opportunities. The Upper Right for Industrial Products. 4. The Core of a Successful Brand Strategy: Breakthrough Products and Services. Brand Strategy and Product Strategy. Corporate Commitment to Product and Brand. Corporate Values and Customer Values. Managing Product Brand. Starting from Scratch: Iomega. Maintaining an Established Identity: Harley. Brand and the Value Opportunities. 5. A Comprehensive Approach to User-Centered, Integrated New Product Development. Clarifying the Fuzzy Front End of New Product Development. User-Centered iNPD Process. Resource Allocation. 6. Integrating Disciplines and Managing Diverse Teams. User-Centered iNPD Facilitates Customer Value. Understanding Perceptual Gaps. Team Functionality. Part Differentiation Matrix. Issues in Team Management: Team Empowerment. iNPD Team Integration Effectiveness. 7. Understanding the User's Needs, Wants, and Desires. Overview: Usability and Desirability. An Integrated Approach to a User-Driven Process. Scenario Development (Part I). New Product Ethnography. Lifestyle Reference. Ergonomics: Interaction, Task Analysis, and Anthropometrics. Scenario Development (Part II). Broadening the Focus. Product Definition. Visualizing Ideas and Concepts Early and Often. Research Acknowledgements. 8. Case Studies: The Power of the Upper Right. Overview of Case Studies. 9. Automotive Design: Product Differentiation through User-Centered iNPD. The Dynamic SET Factors of the Auto Industry. The Design Process and Complexities. Breaking Down the Process. Positioning: Product Differentiation. The Retro Craze. A Case Study of iNPD at Carnegie Mellon University. Implications of User-Centered iNPD on the Auto Industry. Research Acknowledgments. Epilogue. Future Trends. Have Faith in the Leap. References. Index.

About the Author :
JONATHAN CAGAN is a Professor of Mechanical Engineering at Carnegie Mellon University. His work focuses on the early stages of product development with emphasis on engineering design, interdisciplinary collaborations, formal design synthesis, and computational design tools. Dr. Cagan is a Fellow of the American Society of Mechanical Engineers and a registered Professional Engineer. CRAIG M. VOGEL is a Professor in the School of Design at Carnegie Mellon University. His areas of expertise include product design, product aesthetics, design history, team management, and design patent litigation. Professor Vogel is a Fellow, and former President, of the Industrial Designers Society of America (IDSA). Professors Cagan and Vogel have collaborated for close to a decade in teaching, research, and consulting in the area of integrated new product development. For more information see www.creatingbreakthroughproducts.com


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Product Details
  • ISBN-13: 9780139696947
  • Publisher: Pearson Education (US)
  • Publisher Imprint: Financial TImes Prentice Hall
  • Height: 185 mm
  • No of Pages: 336
  • Sub Title: Innovation from Product Planning to Program Approval
  • Width: 241 mm
  • ISBN-10: 0139696946
  • Publisher Date: 31 Oct 2001
  • Binding: Hardback
  • Language: English
  • Spine Width: 30 mm
  • Weight: 812 gr


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