The Success Story of a New Product (Business Management Classics Translation Series · Product Management Series)

Author: Robert J. Thomas
Publisher:
Publish Date: 2002-08-01
Features: This book provides a rare opportunity to uncover the secrets behind the success stories of 24 highly successful new products, offering invaluable insights for survival in today's fast-paced business world. What secrets lie behind notable new products like rapid weight-loss pills, Cell One, and Philips CD? How did Snapple Beverages, MCI Friends and Family, MTV, and Body Shop transform from obscure products into household names overnight? Find the answers in this book, where you'll explore the behind-the-scenes stories of 24 new product successes over the past few years. From everyday goods like Lever 2000 soap and Ford cars to significant technological products like Cell One, from service industries like Marriott Courtyard Hotels to retail chains like the Body Shop International, you'll gain a unique perspective, immersing yourself in the examination of how innovative companies employ different approaches to successfully develop and sell their new products. Each case study of a successful product follows a similar structure, providing a brief overview of the product concept and the company, a detailed description of the product development process, an interpretation of the product's success from the perspectives of internal and external factors, and an outlook on the product and company's future. This book aims to help product development and marketing managers identify and study the factors that play a decisive role in new product success. The content includes: strategic opportunity alliances; leveraging the business environment; gaining market acceptance and energizing the company; creating new product concepts; designing new products from concept; refining new products; tracking new products, etc.