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New Products Management [Hardcover]

C. Merle Crawford , C. Anthony Di Benedetto

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Hardcover CDN $109.07  
Hardcover, Jan. 11 2005 --  
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Book Description

Jan. 11 2005 0072961449 978-0072961447 8
New Products Management, 8/e, by Crawford and Di Bennedetto provides future new product managers, project managers and team leaders with a comprehensive overview of the new product development process including how to develop an effective development strategy, manage cross-functional teams across the organization, generate and evaluate concepts, manage the technical development of a product, develop the marketing plan, and manage the financial aspects of a project.

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About the Author

Merle Crawford, University of Michigan - Emeritus Anthony Di Benedetto, Temple University --This text refers to the Paperback edition.

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Amazon.com: 3.8 out of 5 stars  12 reviews
37 of 38 people found the following review helpful
4.0 out of 5 stars A Good Overview of The New Products Process Jan. 29 2001
By Jill Clardy - Published on Amazon.com
The book is organized into five parts:
Part I - Overview and Opportunity Identification/Selection; includes an introductory section and The New Products Process, and Opportunity Identification and Selection.
Part II - Concept Generation; includes sections on Preparation and Alternatives, Problem-Based Ideation, Analytical Attribute Approaches.
Part III - Concept/Project Evaluation; includes sections on The Concept Evaluation System, Concept Testing, Full Screen, Sales Forecasting and Financial Analysis and Product Protocol.
Part IV - Development; includes sections on Design, Development Team Management, Special Issues in Development and Product Use Testing.
Part V - Launch; includes sections on Strategic Launch Planning, Implementation of the Strategic Plan, Market Testing, Launch Management and Public Policy Issues.
The book is a thorough overview of the product planning process, and a very useful validation for someone who had already been involved in product planning. The book could have been enriched considerably by the use of more case studies and examples. The Applications section at the end of each chapter was meant to be a method of reflecting upon and putting into practice some of the ideas learned in the chapter; but the questions were oddly written and there was no "answer key" or discussion of those questions, so I didn't find that section useful at all.
20 of 23 people found the following review helpful
4.0 out of 5 stars A Reference Text to Keep By Your Side Oct. 7 1998
By A Customer - Published on Amazon.com
Having taken the U of Mich course centered around the material in this text, I can tell you that you'll find at least a third of the material directly applicable to NPD processes at work. A great primer for anyone new to NPD.
8 of 8 people found the following review helpful
1.0 out of 5 stars There has to be something better Nov. 18 2008
By Marcello - Published on Amazon.com
I am a new student to New Product Development and I am sure that the information in this book is helpful. However, as another reviewer mentions the book contains too many words for too simple subjects. The writing itself is filled with incomplete sentences and poor sentence structure, some examples are, "And on and on" and "Doing the sales forecasts poses no problem as such." Avoid reading this book! The grammar and very long unclear descriptions and high cost make it worthless.
13 of 18 people found the following review helpful
2.0 out of 5 stars Quite useless April 23 2005
By H. Hsieh - Published on Amazon.com
Many points/ideas are common sense.

Many points/ideas are repeated in multiple chapters.

It just uses too many words on simple topics.

This 550-page book can be easily rewritten in less than 100 pages.
3 of 4 people found the following review helpful
5.0 out of 5 stars Good reference book Jan. 4 2007
By Daniel Seles - Published on Amazon.com
It's a detailed introduction for any product/brand manager. It precisely describes the processes, activities and tasks through which a new offering should be taken.

It is weak to overview the financial tools for quantitative decision making process, but on contrary it nicely insists on developing new product culture in the organization.

Without the clarification on value creation of the new offering, inexperienced product manager could be launching for the sake of activity, instead of capturing the incremental value added.

I liked the part on the launch. It is comprehensive and easy to make a checklist from.

Overall, I would caracterize the book a good buy for the novice to the field.

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