TY  - BOOK
AU  - Sanders,G.Lawrence
AU  - Huefner,Ronald J.
TI  - Developing new products and services: learning, differentiation, and innovation 
T2  - Marketing research collection
SN  - 9781606492420 (electronic bk.)
AV  - HF5415.153 .S263 2012
U1  - 658.575 22
PY  - 2012///
CY  - [New York, N.Y.] (222 East 46th Street, New York, NY 10017)
PB  - Business Expert Press
KW  - New products
KW  - Product differentiation
KW  - Developing new products services
KW  - NPD
KW  - product design
KW  - learning, differentiation
KW  - price discrimination
KW  - product features
KW  - innovation
KW  - business planning
KW  - organizational analysis
KW  - diffusion
KW  - entrepreneurship
KW  - technology and product life cycles
KW  - product and service versioning
KW  - product demand
KW  - product line optimization
KW  - creativity
KW  - lock-in real options
KW  - business valuation and project management
KW  - Electronic books
N1  - "For PowerPoint slides and other supplemental materials that accompany this book, please visit www.glsanders.wordpress.com."; Includes bibliographical references (p. 327-335) and index; Preface -- Acknowledgments -- 1. Understanding entrepreneurship, diffusion, and R&D in the context of monopolistic competition -- 2. Fundamental concepts of product and price differentiation -- 3. Differentiation in action -- 4. The role of dynamic tension in constructing versioning and product differentiation curves -- 5. Examples of product differentiation and versioning curves -- 6. Facilitating creativity and innovation -- 7. Conceptualizing products and services using the FAD template -- 8. Strategic planning approaches for product differentiation and innovation -- 9. The ten-ten planning process: crafting a business story -- 10. Lock-in and revenue growth -- 11. Valuing the business -- 12. Developing a business plan -- 13. Project management for new product and services development -- 14. Re-priming the business using real options concepts -- 15. Wrap-up -- Notes -- References -- Index; Access restricted to authorized users and institutions; Also available in print; Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries
N2  - The focus of the book is on the up-front 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. Delivering innovative products is accomplished by an endless cycle of business planning, creative and innovative insight, and learning-about and learning-by-doing activities
UR  - https://ebookcentral.proquest.com/lib/aitie/detail.action?docID=876629
ER  -