What are the secrets behind such spectacular new product successes
as Slim-Fast, Cellular One, and Phillips CD? How did Snapple, MCI
Friends and Family, MTV, and The Body Shop emerge from obscurity to
become household names, seemingly overnight?
Find out in New Product Success Stories, a book that takes you
behind the scenes of 24 of the biggest new product success stories
of the past few years. From repeat purchase and durable products
such as Lever 2000 and Ford Taurus, to major technologies such as
Cellular One, from services like Courtyard by Marriott, to
retailers such as The Body Shop International, you're given a
unique, firsthand look at how a wide range of innovative companies
employed a variety of approaches to successfully developing and
marketing their new products.
New Product Success Stories was designed to help businesspeople to
identify and study the factors that have been shown to play a
central role in new product success. Consequently, the book is
organized according to such vital issues as:
* Aligning strategic opportunities
* Capitalizing on the business environment
* Pursuing market acceptance
* Motivating the organization
* Creating new product ideas
* Designing new products from concepts
* Refining the new product
* Tracking the new product
Each success story follows a similar format, offering a brief
history of the product idea, a company profile, a blow-by-blow
account of the development process, an explanation of the product's
success in terms of factors both inside and outside the
organization, and future prospects for both product and the
company.
Offering a unique opportunity to learn the secrets behind 24
sensational new product success stories, New Product Success
Stories is an invaluable tool of survival in today's rapidly
changing business world.
"A refreshing and practical book that adds considerable insight to
the processes of new product development. Both practitioners and
students of new product development will find considerable value in
benchmarking against these success stories." --Thomas S. Robertson
Sainsbury Professor of Marketing London Business School
"New products are essential for organizations, but they are both
risky and costly. The stories in this book record how 24 new
products traversed the marketplace minefield successfully. They
provide insight and inspiration for those involved in the new
product arena." -- Gary L. Lilien Director, Institute for the Study
of Business Markets Distinguished Research Professor of Management
Science, Penn State
"Refreshing and illuminating . . . a compelling series of case
studies that shows how the success of a new product can be achieved
through innovation and risk-taking. A book on new product success
that is a new product in its own right." -- John S. Hendricks
Founder, Chairman and Chief Executive Officer Discovery
Communications, Inc.
"This book makes an important contribution to the literature on new
product success. It inspires as it instructs." --William W. Adams
Former Chairman and President Armstrong World Industries,
Inc.
"One of the most readable and insightful collections of new product
case studies I have ever read. New Product Success Stories
demonstrates that business managers and new product professionals
can gain relevant insights from others' successes as well as
learning from others' mistakes." -- John D. Bowlin President and
Chief Operating Officer Miller Brewing Company
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