New Products Management Hardcover – Jan 11 2005
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About the Author
Merle Crawford, University of Michigan - Emeritus Anthony Di Benedetto, Temple University --This text refers to an out of print or unavailable edition of this title.
Most Helpful Customer Reviews on Amazon.com (beta)
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.
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.
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.
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