|000||00000cam u2200205 a 4500|
|008||220927s2021 nyuad b 001 0 eng d|
|040||▼a 211061 ▼c 211061 ▼d 211009|
|082||0 4||▼a 658.5/75 ▼2 23|
|084||▼a 658.575 ▼2 DDCK|
|090||▼a 658.575 ▼b C899n12|
|100||1||▼a Crawford, C. Merle ▼q (Charles Merle), ▼d 1924-.|
|245||1 0||▼a New products management / ▼c Merle Crawford, C. Anthony Di Benedetto.|
|250||▼a 12th ed., International students ed.|
|260||▼a New York : ▼b McGraw-Hill Education, ▼c c2021.|
|300||▼a xvii, 494 p. : ▼b ill., charts ; ▼c 24 cm.|
|504||▼a Includes bibliographical references and index.|
|650||0||▼a New products ▼x Management.|
|700||1||▼a Di Benedetto, C. Anthony.|
Crawford's New Product Management 12e provides the management approach to teaching new products, with the perspective of marketing. Adopters of previous editions will notice that the format is slimmed down to 18 chapters. This streamlined presentation focuses on the topics that will be of most importance andinterest to new product managers.
Significant updates can be found throughout, and great pains have been taken to present the "best practices" of industry and relevancy to readers. Past adopters of New Products Management will notice major changes in this edition. While there are some changes in virtually every chapter, some of the most substantialchanges are as follows:1.We have made major additions and updates to the cases to provide more plentifuland more current examples.
We retired several cases from the previous edition,wrote many new cases, and thoroughly updated many others. New casesfor this edition include: Oculus Rift, Adidas Parley sustainable running shoes,Google Glass, Indiegogo, Tesla, Chipotle, Chick-fil-A, Corporate Social Responsibilityat Starbucks, and many others. As always, we aim to offer a mix of high techproducts and consumer products and services in the set of cases.
2.In addition, we have substantially updated examples throughout the text whereverpossible.We try to make use of illustrative examples that will resonate withtoday's students wherever possible. Of course, we welcome the reader's commentsand suggestions for improvement. 3.There continues to be much new research in new products, and we have tried tostay current on all of these topics.
Readers will notice new or expanded coverageof portfolio management, value curve creation, the TRIZ method, crowd-sourcing,crowdfunding,observational research, open innovation, organizational structure,3D modeling, beta testing, sustainable product development, and frugalinnovation,among other topics. 4.We continue the practice of referencing Web sites of interest throughout thetext,and we have added the web addresses for several useful YouTube videosand other resources.
PART ONE Overview and Opportunity Identification/Selection 1. The Strategic Elements of Product Development 2. The New Products Process 3. Opportunity Identification and Selection: Strategic Planning for New Products PART TWO Concept Generation 4. The Product Concept and Ready-Made New Product Ideas 5. New Product Ideas: The Problem Find-Solve Approach 6. New Product Ideas: Analytical Attribute Approaches PART THREE Concept/Project Evaluation 7. Concept Evaluation and Testing 8. The Full Screen 9. Sales Forecasting and Financial Analysis 10. Product Protocol PART FOUR Development 11. Design 12. Development Team Management 13. Product Use Testing PART FIVE Launch 14. Strategic Launch Planning 15. Implementation of the Strategic Plan 16. Market Testing 17. Launch Management 18. Public Policy Issues APPENDIXES A Sources of Ideas Already Generated B Other Techniques of Concept Generation