Product Innovation Strategy

Author: (English) Roger Smith, translated by Wang Linlin
Publisher:
Publish Date: 2003-04-01
Features: As a manager, consultant, and academic, I have noticed that even strong companies face difficulties in encouraging and adopting overall product concepts with strategic competitiveness. It is particularly important to point out that interdepartmental barriers hinder the potential of a large number of people from working together effectively. The first chapter of this book explores teamwork and techniques for activating and maintaining new product strategy creativity; the second chapter illustrates the process of achieving product breakthroughs; the third chapter explains how product concepts are transformed into core products; the fourth chapter adds services and intangible products around this core; the fifth chapter demonstrates the potential of product changes to adapt to different demand levels; the sixth chapter discusses the interrelationship between product strategy and other parts of the marketing mix; the seventh chapter covers operational analysis. Many examples and exercises in this book are targeted at manufacturing products, but the content and insights are equally applicable to companies engaged in services or providing intangible products. Product innovation is not a mysterious magic; everyone in the company can propose ideas for improving operations. Every company faces the desperate pursuit of innovation and corresponding business management. This book compiles excellent examples and innovative techniques, vividly showing how to inspire creativity and launch new products or services based on customer needs.