Book description
The global consumer product market is exploding. In 2006 alone, 150,000
new products were brought to market. Now for the bad news: of those,
fewer than 5% were hits, and fewer than 15% will even exist five years
from now.
Written for small business owners and entrepreneurs looking for an
inside track on new product development, New Product Development
for Dummies offers you a unique opportunity to learn from two
consummate insiders the secrets of successfully developing, marketing
and making a bundle from a new product or service. You learn proven
techniques for sizing up market potential and divining customer needs.
You get tested-in-the-trenches strategies for launching a new product
or service. And you get a frank, in-depth appraisal of the most
challenging issues facing new product developers today, including the
need to collaborate with global partners, optimizing technology
development for a 21st century marketplace, getting
start-up capital in an increasingly competitive environment, and much
more. Key topics covered include:
- Developing a winning NPD strategy
- Generating bold new ideas for products and services
- Understanding what your customers really want
- Keeping projects on track, on budget, and on-time
- Building effective cross-functional teams
- Planning and executing a blockbuster launch
- Collaborating with global partners
- Maximizing your chances for success
No matter what size or type of business you're in, this book provides
you with an unbeatable competitive advantage in the booming global
marketplace for new products and services.
Robin Karol is CEO of the Product Development and
Management Association (PDMA), a professional society that creates and
nurtures a global community in which people and businesses learn to
grow and prosper through innovation and the introduction of new
products. Robin is an adjunct full professor at the University of
Delaware Lerner School of Business Administration, where she teaches
courses on the Management of Creativity and Innovation. Robin worked
at DuPont for 23 years in various aspects of innovation and new
product development, achieving the role of Director of Innovation
Processes. A certified new product development professional (NPDP),
she received her PhD in Biochemistry from the State University of New
York at Buffalo. She has numerous publications and has presented at
many conferences and workshops. The Industrial Research Institute
(IRI) presented Robin with its Maurice Holland Award for the best
paper in its journal Research-Technology Management in 2003.
Beebe Nelson is Co-Director of the International Association
for Product Development (IAPD), a consortium of leading product
developers who come together to improve their ability to execute new
product development. She has organized, chaired, presented at, and
facilitated conferences and workshops in product development, and has
contributed chapters and articles in a number of venues. From 1998 to
2003, she was Book Review Editor of the Journal of Product
Innovation Management, a publication of the PDMA. Beebe is a
certified new product development professional (NPDP) and holds a
doctorate in philosophy from the Harvard Graduate School of Education.
Beebe has taught Philosophy at the University of Massachusetts at
Boston and most recently in the College of Management at UMass-Lowell.
She chairs the Advisory Council of Partners in Ending Hunger, a
not-for-profit organization located in Maine.
