Developing new products and services: learning, differentiation, and innovation

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 servic...

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Bibliographische Detailangaben
Hauptverfasser:	Sanders, G. Lawrence, Huefner, Ronald J
Format:	Buch
Sprache:	eng
Schlagworte:	business planning business valuation and project management creativity Developing new products services Dienstleistungsinnovation diffusion entrepreneurship innovation learning, differentiation lock-in real options Marketing research New products NPD organizational analysis price discrimination product and service versioning product demand product design Product differentiation product features product line optimization Produktdifferenzierung Produktentwicklung technology and product life cycles
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Beschreibung
Zusammenfassung:	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.