Introduction ix
SECTION ONE: Getting Started with New Product Development and Innovation 1
1 New Products: What Separates the Winners from the Losers and What Drives Success 3
Robert G. Cooper
2 An Innovation Management Framework: A Model for Managers Who Want to Grow Their Businesses 45
Paul Mugge and Stephen K. Markham
3 Sustainable Innovations and Sustainable Product Innovations: Definitions, Potential
Avenues, and Outlook 59
Rajan Varadarajan
4 Organizational Design for Innovation: Leveraging the Creative Problem-solving Process to Build Internal Innovation Effectiveness 81
Wayne Fisher
5 Repurposing: A Collaborative Innovation Strategy for the Digital Age 103
Bastian Rake and Marvin Hanisch
6 Innovation Governance 121
Rod B. McNaughton
Section TWO: New Product Development Process 137
7 Toward Effective Portfolio Management 139
Hans van der Bij and Eelko K.R.E. Huizingh
8 The Politics of Process: The Portfolio Management Framework 155
Stephen K Markham
9 Integrating IP Actions into NPD Processes: Best Practices for Protecting (and
Promoting) New Product Innovation 181
Joshua L. Cohen, Esq.
10 Managing the Front End of Innovation (FEI): Going Beyond Process 203
Jelena Spanjol and Lisa Welzenbach
11 Opportunistic New Product Development 227
Floor Blindenbach-Driessen and Jan van den Ende
12 Really New Product Launch Strategies: Prescriptive Advice to Managers from
Consumer Research Insights 247
Sven Feurer, Steve Hoeffler, Min Zhao, and Michal Herzenstein
13 Managing the Supply Chain Implications of Launch 267
C. Anthony Di Benedetto and Roger J. Calantone
14 New Product Development in East Asia: Best Practices and Lessons to Be Learned 279
Martin Hemmert
Section THREE: User Participation and Value Creation in New
Product Development 297
15 Navigating Open Innovation 299
Rebecca J. Slotegraaf and Girish Mallapragada
16 How to Leverage the Right Users at the Right Time Within User-Centric Innovation Processes 315
Andrea Wöhrl, Sophia Korte, Michael Bartl, Volker Bilgram, and Alexander Brem
17 Harnessing Ordinary Users’ Ideas for Innovation 337
Peter R. Magnusson
18 New Product Co-Creation: Key Insights and Success Factors 351
Gregory J. Fisher and Aric Rindfleisch
19 Crowdsourcing and Crowdfunding: Emerging Approaches for New Product Concept Generation and Market Testing 367
Mohammad Hossein Tajvarpour and Devashish Pujari
Section FOUR: Transformative Forces of New Product Development and Innovation 385
20 Digital Transformation in the Making: Lessons from a Large Energy Company 387
Luigi M. De Luca, Andrea Rossi, Zahir Sumar, and Gabriele Troilo
21 Hybrid Intelligence for Innovation: Augmenting NPD Teams with Artificial Intelligence and Machine Learning 407
Frank T. Piller, Sebastian G. Bouschery, and Vera Blazevic
22 AI for User-Centered New Product Development—From Large-Scale Need Elicitation to Generative Design 425
Tucker J. Marion, Mohsen Moghaddam, Paolo Ciuccarelli, and Lu Wang
23 Re-thinking Design Thinking: The Transformative Role of Design Thinking in New Product Development 445
Marina Candi, Claudio Dell’Era, Stefano Magistretti, K. Scott Swan, and Roberto Verganti
Section Five: Service Innovation 459
24 Innovation When All Products Are Services 461
Anders Gustafsson, Per Kristensson, Gary R. Schirr, and Lars Witell
25 New Product Development by Extending the Business Model 477
Christer Karlsson and Thomas Frandsen
26 How to Build Subscription Business Models 497
Charley Qianlei Chen, William C. Zhou, and Sunny Li Sun
Section Six: Applications in New Product Development 511
27 Obtaining Customer Needs for Product Development 513
Abbie Griffin
28 The Evolving Influence of Customer Needs on Product Development 529
Kristyn Corrigan
29 Choice-based Conjoint Analysis: Reveal Customer Preferences to Increase
Product-market Fit 543
Garth V. Brown
30 Creativity Tools for New Product Development 565
Teresa Jurgens-Kowal
31 Forecasting New Products 587
Kenneth B. Kahn
32 A Practical Guide to Facilitating a Design Thinking Workshop 601
Wayne Fisher
Appendix: About the Product Development and Management Association (PDMA) 619
PDMA Glossary of New Product Development Terms 627
Index 661
