Cover Image

Creating breakthrough products : revealing the secrets that drive global innovation /

Bibliographic Details
Main Author: Cagan, Jonathan, 1961-
Other Authors: Vogel, Craig M.
Format: Book
Language:English
Published: Upper Saddle River, N.J. : FT Press, [2013]
Edition:2nd ed.
Subjects:
New products.
Production planning.
Product management.
Marketing research.
Table of Contents:
  • Preface
  • The argument
  • What drives new product development
  • Moving to the upper right
  • The upper right : the value quadrant
  • The core of a successful brand strategy : breakthrough products and services
  • The process
  • A comprehensive approach to user-centered, integrated new product development
  • Integrating disciplines and managing diverse teams
  • Understanding the user's needs, wants, and desires
  • Further evidence
  • Service innovation : breakthrough innovation on the product-service eco-system continuum
  • Case studies : the power of the upper right
  • Case studies : the global power of the upper right
  • Where are they now?
  • Epilogue.