Managing New Product Development and Innovation provides a new
approach to the microeconomics of innovation by measuring the
technical quality of new products and guiding the managers of
innovation and technology in the central considerations of today's
knowledge-based companies. The volume features a selection of
practical microeconomic tools for managing new product development
and innovation. By quantifying product features and evaluating the
costs and market value of improvements, a simple yet powerful
conceptual framework is created. Using this framework, creative
business models can be built, along with innovative products,
services and processes that achieve marketplace success. The
authors address five key questions facing managers of
knowledge-based companies: * Which new features should be added to
existing products? * Which radically new features should be
innovated? * How can marketing and R&D be integrated? * How can
the value of brand names be estimated and optimized? * How can the
sophistication of product technology be measured - both at a given
point in time and between two points in time? This path-breaking
volume will be essential reading for managers of innovation, and
will be warmly welcomed by teachers and advanced students with an
interest in innovation and industrial economics.
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