Description

Developing New Products and Services by Sanders is an outstanding contribution to market research. The book focuses on the upfront activities and ideas for new product and service development. A central theme of Developing New Products and Services 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. Students will come away with this notion and how to manifest it as a contributing employee at any company. A number of powerful concepts and tools are presented so your students can better understand how 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. In addition/ Developing New Products and Services includes the following topics: entrepreneurship/ technology and product life cycles/ product and service versioning/ product line optimization/ creativity/ lock-in real options/ business valuation/ and project management. Evaluate Developing New Products and Services by Sanders for your marketing courses today.