Product Myth

Author: De Shang
Publisher:
Publish Date: 2003-03-01
Features: World-leading enterprises initially achieved success by providing a series of high-quality products and services. Today, these enterprises are innovatively, uniquely, and more boldly understanding and managing the product development process. They believe that every product is not independent but closely linked with its supporting services or constitutes a strategic portfolio with other products and services. In China, fierce competition has forced many traditional enterprises to actively transform, making product development a core part of enterprise management. It is believed that this book will help senior management gain a more comprehensive and in-depth understanding of the product development process and provide guidance and reference for their work.
This book introduces important concepts, theories, and research methods in product development and quality management, along with readable and reference-worthy cases. The content includes:
- Overview of efficient business models;
- Moving beyond the cost/quality trade-off model;
- The miraculous breakthrough of Canon copiers;
- The Toshiba model from R&D to product;
- Honda’s new motorcycle development process;
- The diligent Ford work team;
- Rational allocation of resources including personnel, equipment, information, and suppliers;
- Accelerating product development;
- Reorganizing the organization through process management;
- Flow management to create efficient business.
Based on the success cases of world-leading enterprises and the author’s years of experience in improving and redesigning the product development process, this book integrates knowledge of corporate strategy, marketing, and development processes to provide a comprehensive and in-depth exploration of the product development process. It is primarily aimed at senior managers who need a framework to guide the improvement of their product development process and operational advice; it is also suitable for corporate executives who feel the product competition is intense and wish to transform their enterprises to meet the challenges.
The product development process is typically handled by R&D, production, and marketing departments, while the understanding and support of finance, human resource development, corporate development, information systems, and sales departments are also very important for improving the product development process. It is believed that managers from these departments will also benefit greatly from this book.