Successful new product development (accelerating the process from opportunity to profit)

Author: (American) Robert K. Rossenau, translated by Wang Junjie et al.
Publisher:
Publish Date: 2005-07-01
Features: When you are working hard on a new product development project, you don’t have time to engage in abstract theoretical concepts. You need concise and practical advice to help you get things started immediately; you need quickly accessible, clear, and validated steps to achieve creative returns and rapidly increase profits; you need Successful New Product Development—Accelerating the Process from Opportunity to Profit. This unique practical guide will lead you step by step through the new product development process, from the initial idea to collaborative design and management, to delivering an excellent product ahead of competitors. At every stage of the process, there is a guiding principle: the faster you move from initial conception to product launch, the faster you can generate revenue from your business and achieve your company’s profit goals. The book is filled with time-saving guidance, featuring the following:
- All discussions focus on the most important product development topics: rapid profit growth steps and methods;
- It adopts a five-event, four-stage approach tailored for the industry;
- It presents a concise format for quick reference and easy reading.
The success of a business is the result of multiple factors working together. However, for companies like Microsoft and Intel, which grew from startups to global giants in just 20 years, successful new product development must have been a key factor in their success. The author of this book is a hands-on practitioner who has grown up in the business world, and his rich experience and practical insights make the book even more vivid. He points out that the core of new product development is to ensure that the business quickly generates profits, meaning that the profit objective must be upheld throughout the development process. The book explains how businesses can quickly achieve profits through three parts:
Part 1: It extracts the core issue, explores the meaning of profit, and examines why lack of clarity can confuse businesses. It then defines the first three time phases from the initial stage of new product development to profitability.
Part 2: It studies the first three stages of new product development and analyzes key factors and activities that may help shorten the time from new product development to profitability.
Part 3: It elaborates on some methods for supporting practice with plans within the company.
What makes this book unique is:
(1) It simplifies complex events through numerous charts and examples, with key point summaries in the text to help readers remember the main content;
(2) The book is clear in its logic, explicit in its arguments, and fluent in its writing.
This book is suitable for all managers, practitioners, and executives in companies who are involved in new product development and service. It is the best guide for new product research and development, marketing, management, senior management, and technical management professionals in service and manufacturing companies.