Customer Reviews

New Products Management

5 star:		(4)
4 star:		(6)
3 star:		(1)
2 star:		(1)
1 star:		(1)

 

 

The book is organized into five parts:

Part I - Overview and Opportunity Identification/Selection; includes an introductory section and The New Products Process, and Opportunity Identification and Selection.

Part II - Concept Generation; includes sections on Preparation and Alternatives, Problem-Based Ideation, Analytical Attribute Approaches.

Part III - Concept/Project Evaluation; includes sections on The Concept Evaluation System, Concept Testing, Full Screen, Sales Forecasting and Financial Analysis and Product Protocol.

Part IV - Development; includes sections on Design, Development Team Management, Special Issues in Development and Product Use Testing.

Part V - Launch; includes sections on Strategic Launch Planning, Implementation of the Strategic Plan, Market Testing, Launch Management and Public Policy Issues.

The book is a thorough overview of the product planning process, and a very useful validation for someone who had already been involved in product planning. The book could have been enriched considerably by the use of more case studies and examples. The Applications section at the end of each chapter was meant to be a method of reflecting upon and putting into practice some of the ideas learned in the chapter; but the questions were oddly written and there was no "answer key" or discussion of those questions, so I didn't find that section useful at all.

Having taken the U of Mich course centered around the material in this text, I can tell you that you'll find at least a third of the material directly applicable to NPD processes at work. A great primer for anyone new to NPD.

I am a new student to New Product Development and I am sure that the information in this book is helpful. However, as another reviewer mentions the book contains too many words for too simple subjects. The writing itself is filled with incomplete sentences and poor sentence structure, some examples are, "And on and on" and "Doing the sales forecasts poses no problem as such." Avoid reading this book! The grammar and very long unclear descriptions and high cost make it worthless.

It's a detailed introduction for any product/brand manager. It precisely describes the processes, activities and tasks through which a new offering should be taken.

It is weak to overview the financial tools for quantitative decision making process, but on contrary it nicely insists on developing new product culture in the organization.

Without the clarification on value creation of the new offering, inexperienced product manager could be launching for the sake of activity, instead of capturing the incremental value added.

I liked the part on the launch. It is comprehensive and easy to make a checklist from.

Overall, I would caracterize the book a good buy for the novice to the field.

I consider this book the "bible" for New Product Developers (NPD). Much better organized and complete than the PDMA-Handbook or Winning At New Products by Dr. Cooper. Whether your background is in marketing or engineering or industrial design. The authors communicate a proven framework upon which new products have the best chance for success. Every business leader should read this book, to remain competitive in changing times. Innovation is at the heart of suceess, and this book helps to pave the way. It is also a key resource for passing the PDMA-NPDP exam.

Many points/ideas are common sense.

Many points/ideas are repeated in multiple chapters.

It just uses too many words on simple topics.

This 550-page book can be easily rewritten in less than 100 pages.

I'm still in the New Product Innovation and Development Class and have only read the first 11 Chapters, but overall it's a good book. I love all of the real world examples they give you to help you understand the concepts or ideas.

Twenty chapters covering: opportunity identification, new product process, creativity and product concept, solving customer problems, perceptual mapping, trade-off analysis, qualitative techniques, evaluation system, concept testing, the full screen, sales forecasting, financial analysis, product protocol, design, team management, product use testing, strategic launch planning, strategic plan, market testing, launch management, and public policy issues.

This is the text book for the MBA course that I am teaching now, with 13 students. The mini cases are easy to read. One can add more to it. For the final projects, students were assigned to work in teams on:

1. Spotless Wiper

2. Teeth Cleanser

3. Cell Phone Holder

4. World Rice

5. Diabetic Duo

6. Portable Antenna

They need to write the 10 page paper and present it, with 12 PowerPoint slides. We will find out how they do tomorrow.

I recommend this book to all MBA students. The book will be better if there are cases on non-US products.

I ordered the book. I received it on time. The book I ordered was new and appeared to be so. I would recommend this seller.

The book came exactly as expected with not one mark on it. I highly recommend this seller!