The PDMA Handbook of New Product Development

Kenneth B. Kahn 지음

Wiley 2012년 11월 28일 출간

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New Product Development is one of the most important challenges facing organizations today.The Product Development and Management Association (PDMA) Handbook of New ProductDevelopment 3rd Edition provides an exceptional review of cutting edge topics for both new andexperienced product development leaders. It offers a comprehensive and updated guide to thepractices, processes and tools critical to achieving and sustaining new product/service developmentsuccess in today's world, delivering valuable information about the fundamentals as well as emergingpractices such as venturing, virtual product development and the use of social media in NPD.As the premier global advocate for professionals and organizations working in the fields of newproduct/service development, PDMA has assembled in the Handbook unique content on thecritical aspects of product development success including its 2012 Best Practices Research, LessonsLearned from its Outstanding Corporate Innovator Award Winners and keys to success fromorganizations with proven innovation track records.The 3rd Edition is an essential reference for anyone with responsibility for product developmentactivities, from novices looking for fundamentals to experts seeking insights on emerging concepts,and is relevant for all functions and all product/service industries.

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Introduction viiSECTION ONE: PREPARING 11 New Products&m-What Separates the Winners from the Losers and What Drives Success 3 Robert G. Cooper2 An Innovation Management Framework: A Model for Managers Who Want to Grow Their Businesses 35 Paul Mugge and Stephen K. Markham 3 Service Development 51 Thomas D. Kuczmarski and Rishu Mandolia4 Business Model Innovation: Innovation Outside the Core 68 Heidi M.J. Bertels and Peter A. Koen5 Open Innovation and Successful Venturing 82 Rob van Leen and Marcel Lubben6 Success Factors of New Product Development for Emerging Markets 100 Anna Dubiel and Holger ErnstSECTION TWO: STARTING 1157 Effective Practices in the Front End of Innovation 117 Peter A. Koen, Heidi M.J. Bertels, and Elko Kleinschmidt8 Getting Lightning to Strike: Ideation and Concept Creation 135 Christopher W. Miller9 Portfolio Management for Product Innovation 154 Scott J. Edgett10 Identifying Significant New Business Opportunities: The Magellan Process 167 Deborah A. Mills and Paige Siempelkamp11 We-ness, Knowledge Sharing, and Performance in New Product Development Teams 181 Hyunjung Lee and Stephen K. Markham12 Virtual Teams in New Product Development: Characteristics and Challenges 195 Nicholas S. Lockwood, Mitzi M. Montoya, and Anne P. MasseySECTION THREE: PROGRESSING 21113 Obtaining Customer Needs for Product Development 213 Abbie Griffin14 User Research for Product Innovation: Qualitative Methods 231 Gary R. Schirr15 Market Analytics 244 Brian D. Ottum16 Forecasting New Products 265 Kenneth B. Kahn17 Social Media and New Product Development 282 Amy KenlySECTION FOU

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저자(글) Kenneth B. Kahn

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PDMA is a global nonprofit organization seeking to accelerate the contribution that innovation makes to the economic and professional growth of people, businesses, and societies around the world. PDMA delivers improved organizational performance and individual career growth by offering the latest academically rigorous innovation research, resources for product development and management knowledge, and opportunities for collaboration among an international network of innovators.Kenneth B. Kahn, PhD, is Professor of Marketing and Director of the da Vinci Center for Innovation at Virginia Commonwealth University in Richmond, Virginia. His teaching and research interests address product development, product management, and demand forecasting of current and new products. He has consulted with and conducted training sessions for numerous companies, and has been a PDMA member since 1989.Sally Evans Kay has been active in PDMA since 1988 both nationally and at the chapter level and currently chairs The Outstanding Corporate Innovator Award Committee.Rebecca J. Slotegraaf, PhD, is Associate Professor of Marketing and Whirlpool Faculty Fellow at the Kelley School of Business, Indiana University. She serves on the editorial boards of the Journal of Marketing, Journal of Product Innovation Management, and others. Steve Uban, PE, NPDP, has been a practitioner in research and new product development for almost 40 years. Mr. Uban is a Professional Engineer and Certified New Product Development Professional and is on the board of the PDMA Foundation.