Developing New Products and Services: Learning, Differentiation, and Innovation

  • 4h 50m
  • G. Lawrence Sanders, et al.
  • Business Expert Press
  • 2012

This outstanding contribution to market research focuses on the upfront activities and ideas for new product and service development. A central theme of this book is that there is, or should be, a constant struggle going on in every organization, business, and system between delivering feature-rich versions of products and services using extravagant engineering and delivering low-cost versions of products and services using frugal engineering. A number of powerful concepts and tools are presented in the book to facilitate new product development. For example, three templates are featured that facilitate new product and service development. The FAD (features, attributes, and design) template is used to identify the features and attributes that can be used for product and service differentiation. The Ten Ten planning process contains two templates: an Organizational and Industry Analysis template and the Business Plan Overview template. These two templates coupled with the FAD template can be used to develop a full-blown business plan. Entrepreneurship, technology and product life cycles, product and service versioning, product line optimization, creativity, lock-in real options, business valuation, and project management topics are also covered.

About the Author

Lawrence Sanders is Professor in the Department of Management Science and Systems in the School of Management at the State University of New York at Buffalo.

In this Book

  • Developing New Products and Services—Learning, Differentiation, and Innovation
  • Preface
  • Understanding Entrepreneurship, Diffusion, and R&D in the Context of Monopolistic Competition
  • Fundamental Concepts of Product and Price Differentiation
  • Differentiation in Action—Joan’s Handcrafted Jewelry Boxes
  • The Role of Dynamic Tension in Constructing Versioning and Product Differentiation Curves
  • Examples of Product Differentiation and Versioning Curves
  • Facilitating Creativity and Innovation
  • Conceptualizing Products and Services Using the FAD Template
  • Strategic Planning Approaches for Product Differentiation and Innovation
  • The Ten–Ten Planning Process: Crafting a Business Story
  • Lock-In and Revenue Growth
  • Valuing the Business
  • Developing a Business Plan
  • Project Management for New Products and Services Development
  • Re-priming the Business Using Real Options Concepts
  • Wrap-Up
  • Notes
  • References
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