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Creating Breakthrough Products: Revealing the Secrets that Drive Global Innovation (2nd Edition) 2nd Edition

4.4 out of 5 stars 14 customer reviews
ISBN-13: 978-0133011425
ISBN-10: 0133011429
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Editorial Reviews

From the Back Cover

“Cagan and Vogel offer examples, case studies, and inspiration to guide a new generation of  open-minded, actionable innovation drivers.”

Jeff Weedman, Vice President Global Business Development, Procter & Gamble

 

“To create profitable, breakthrough products that transform markets, you need real global innovation skills. Cagan and Vogel reveal how world-class companies leverage both to create impact through design.”

David Kelley, Founder of IDEO and the Stanford d.school

 

“This new edition retains all the basic wisdom of the first, but brings it up-to-date with fresh case studies that reflect the changing world of global innovation.”

Henry Petroski, Aleksandar S. Vesic, Professor of Civil Engineering; author of To Engineer Is Human and To Forgive Design

 

“This book has been the most influential integrated design book in China for 10 years.”

He Renke, Dean and Professor of School of Design, Hunan University, China

 

“In Cagan and Vogel’s widely referenced, landmark first book, they reached across disciplines to create a common understanding of useful, usable, and desirable products. This second edition adds a global view, services, and a look into healthcare, further establishing them as the grandmasters of the recipe for empathic innovation.”

Robert T. Schwartz, General Manager, Global Design & User Experience, GE Healthcare

 

“The second edition is a brilliant book that will move your company to success with less wear and tear and lower risk for all involved in creating and managing products.”

Lorraine Justice, Dean, CIAS, Rochester Institute of Technology; author, China’s Design Revolution

 

“I wouldn’t dream of commercializing a new product or service without infusing the  Creating Breakthrough Products design culture into my company and development teams.”

Eric Close, President and CEO, RedZone Robotics, Inc.(

 

“This book has helped greatly to expand the innovative use of design in many areas of industry.”

Yrjö Sotamaa, Advisory Dean and Professor, College of Design and Art, Tongji University, Shanghai;Executive Vice Director, Sino-Finnish Centre at Tongji University; President Emeritus, University of Art and Design Helsinki

 

“The authors’ approach to product development unleashed the collective creative genius of our designers and engineers, and helped us move beyond a typical competitive benchmarking approach, to create something unique, appealing and functional for our customers.” 

Paul Prichard, Innovation Ventures Engineering, Kennametal, Inc.

 

“Navistar has made strides in learning the iNPD techniques from this book and applying them to our everyday development process.”

David Allendorph, Director of Design, Navistar International Truck Group

 

For years, Creating Breakthrough Products has offered an indispensable roadmap for uncovering new opportunities, identifying what customers really value, and building products and services that redefine or  create markets. Now, Jonathan Cagan and Craig M. Vogel have thoroughly updated their classic book,  adding brand-new chapters on service design and global innovation, plus new insights, best practices, and a new selection of case studies that highlight the current state-of-the-art in product and service design.

 

This Second Edition shows how companies like  Apple and Disney manage evolutionary and  revolutionary innovation, helping you choose  between them and make your best strategy work in your organization. You’ll find important new insights into identifying Product Opportunity Gaps that can lead to enormous success; effectively navigating the “Fuzzy Front End” of product development; and  leveraging contributions from diverse product teams. Cagan and Vogel present powerful new case studies ranging from Navistar’s latest long-haul truck to P&G’s reinvention of Herbal Essences, and offer insightful updates to the First Edition’s pioneering cases.

 

More than ever, Creating Breakthrough Products  will help you deliver the right innovations and  products: offerings that succeed powerfully because they are laser-focused on your customers’ values  and lifestyles.

 

Moving to the “value quadrant” in product/service development

Understand the seven key attributes of value and focus R&D on maximizing some or all of them

 

Uncovering huge Product Opportunity Gaps nobody else has exploited

Find immense opportunities in the hidden connections among social change, economic trends, and  technical innovation

 

Crafting tomorrow’s dominant  product-service ecosystems

Integrate products, interaction, and service to  drive value competitors can’t match

 

Winning innovation everywhere: new cases, remarkable lessons across the globe

From metal cutting to packaging, elementary school classrooms to the Dallas Cowboys Stadium

About the Author

Jonathan Cagan is the George Tallman and Florence Barrett Ladd Professor of Mechanical Engineering and Co-Director of  the Master of Product Development at Carnegie Mellon University. Globally known for his rigorous and effective approach to product  innovation, Cagan works extensively in research on innovation processes and tools, and teaching and leading innovation teams in both university and corporate settings. Cagan has worked with a variety of companies ranging from Fortune 100 to entrepreneurial start-ups such as Apple, Navistar, GlaxoSmithKline, and Philips Respironics. www.JonathanCagan.com.

 

Craig M. Vogel is Associate Dean for Graduate Studies in the College of Design, Architecture, Art, and Planning at the  University of Cincinnati. He is also a professor in the School of Design with an appointment  in Industrial Design. He is a Fellow, Past  President Elect, and Chair of the Board of the Industrial Designers Society of America (IDSA). He is a cofounder and president of the Live Well Collaborative, a nonprofit company working with corporations to address the challenges and opportunities of a globally  aging world.

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Product Details

  • Hardcover: 416 pages
  • Publisher: FT Press; 2 edition (September 26, 2012)
  • Language: English
  • ISBN-10: 0133011429
  • ISBN-13: 978-0133011425
  • Product Dimensions: 7.3 x 1.2 x 9.6 inches
  • Shipping Weight: 1.9 pounds (View shipping rates and policies)
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (14 customer reviews)
  • Amazon Best Sellers Rank: #118,082 in Books (See Top 100 in Books)

More About the Author

Jonathan Cagan is the George Tallman and Florence Barrett Ladd Professor in Mechanical Engineering at Carnegie Mellon University. Globally known for his rigorous and effective approach to product innovation, Cagan works extensively in research on innovation processes and tools, teaching and leading innovation teams, corporate consulting, and speaking engagements on the topic of innovation.

With a focus on product strategy and innovation, Cagan has worked with a variety of companies ranging from Fortune 100 to entrepreneurial start-ups such as Apple, P&G, GlaxoSmithKline, RedZone Robotics, Navistar International Truck, and Nissan. He also co-directs the Master of Product Development program at Carnegie Mellon. He is co-author of three books on innovation: Creating Breakthrough Products, The Design of Things to Come, and Built to Love.

Visit JonathanCagan.com to learn more.

Customer Reviews

Top Customer Reviews

Format: Hardcover Verified Purchase
It seems today, innovation and product development professionals recommend short business texts filled with concise case studies highlighting new concepts of breakthrough innovation without a focus on how divergent teams successfully work together and measure their progress and success. Eric Reis' The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses took a great step in providing sets of tools for testing new concepts in iterative ways; however, Vogel and Cagan's Creating Breakthrough Products: Innovation from Product Planning to Program Approval (paperback) was among the first to breakdown the discipline of innovation between business, design and engineering and provide tools and academic cases that support their implementation in diverse business practices.

Vogel and Cagan's update to Creating Breakthrough Products has introduced excellent additions to their first text. New case studies including designing for older adults/baby boomers and service challenges bring new life to the SET Factors and Value Opportunity Analysis.

I would recommend this to design managers, multidisciplinary creative professionals, corporate strategy teams, and entrepreneurs.
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Format: Hardcover
As the manager of a team focused on the development of innovative new laboratory products, I have frequently applied the methodology outlined in the first edition of Creating Breakthrough Products. This new edition updates many of the original case studies, and adds some useful new ones. The foundational concepts remain as well presented and useful as ever. Deployment of the SET factors to identify and evaluate innovations has served us well. As providers of tools for laboratory use it's easy to dismiss social trends as not relevant to our customers buying preferences at work. Digging deeper using the techniques in Creating Breakthrough Products revealed to us that environmental and recycling concerns are increasingly important in laboratory purchasing decisions. We have since made it a focus to lead the way in reduced impact lab disposables.
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Format: Hardcover Vine Customer Review of Free Product ( What's this? )
I took the integrated Product Development course at Carnegie Mellon under Professors Kagan and Vogel so 1) I'm a biased reviewer, and 2) I'm pleased to have the opportunity to review the updated book. This title is the textbook used in the course, but it's not your typical text at all. Unlike most college courses, the program combines engineering, business and design students from different departments in the same class working on projects for real-world companies with real-world problems to solve. The approach that Kagan and Vogel teach has been very influential in my post-MBA career. Those who plan on operating in the product world from either a marketing, design or engineering standpoint NEED to read this book because there are significant takeaways for you. Even if you don't necessarily adopt this methodology in its entirety (and most of us frankly won't have that kind of power) there are many key concepts that you need to have for your every day work. All of us need to understand how value is created, how to identify opportunities, and the absolutely critical need for marketing, design and engineering to collaborate together to drive innovation. Coming from a host of organizations that operate under the concept of "toss it over the wall," business requirement documents, and adversarial relationships, I really wish people could see how much better things could be if only these parties could have a chance to collaborate as equal partners! Those who are trained in Agile development methodologies will get this book.

The book describes the idea of product quadrants that reflect high and low style and technology. When lay people think of the intersection of high style and design they immediately think Apple.
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Format: Hardcover Vine Customer Review of Free Product ( What's this? )
Up until the first edition of this book and Ulrich and Epinger's "Product Design and Development" there was no New Product Development text which laid an appropriate balance between financial and marketing factors of new product development and the design engineering, industrial and interaction design factors involved in creating a successful product. The formal models that Cagan and Vogel propose including Social, Economic and Technology (SET) Factors and Value Opportunity Analysis (VOA) enable a balanced viewpoint on the product opportunity of a new product venture which is neither biased to the financial and marketing issues involved in planning a product launch nor overly dependent on technology and design. The current case studies offered in this edition are of the quality of a Harvard Business School Case Study, while maintaining this balance between the purely financial and marketing analysis and the design, ergonomic and technology factors necessary to a physical products success. Finally, Chapter 11 entitled "Where Are They Now" gives a valuable postmortem to the case studies of the first edition and provides a view of the full product life-cycle of well-planned products.

I highly recommend this textbook and practical handbook to new product development.

--Ira Laefsky MS Engineering/MBA Information Technology and Human Computer Interaction Researcher
formerly on the Senior Consulting Staff of Arthur D. Little, Inc. and Digital Equipment Corporation
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