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Product Description
Written with a managerial focus, New Product Management by Crawford and Di Beneditto is useful to the practicing new products manager. Along with the management approach, the perspective of marketing is presented throughout which enables the text to have a balanced view. The authors aim to make the book increasingly relevant to its users as this revision is considered to be a “new product.” Many new examples, cases, and research along with the most current topics highlight the new edition of New Product Management.
From the Publisher
More Analytical Rigor: Chapter 7 from the Fifth Edition (Analytical Attribute Approaches) has been split into two chapters for this edition. The new Chapter 6 goes in-depth into perceptual gap analysis and shows how perceptual maps are derived using both attribute rating and overall similarity techniques. Joint space analysis and preference regression are presented in the context of concept testing, and the discussions of screening, forecasting, quality function deployment, and A-T-A-R models are richer.
New Products Process is now the outline for the text: Chapter Two in the Fifth Eition was an overview of key concepts in new product development. Chapter Two was deleted so that after the introductory chapter, the reader hits the ground running with a standard New Products Process. This process serves as an outline for the whole text.
More coverage of product design and team management issues. Based on reviewer feedback, these topics are now covered in two separate chapters to provide more detail.
Additional cases and revised cases: There is more than one case at the end of several chapters to provide an analytical challenge or just a different perspective. The cases are either totally new, greatly rewritten, or updated.
Index was expanded: This area of study lacks a systematic language or consistent terminology. For this reason, the index was expanded considerably. Every term that might require definition has been made bold the first time it is used, and the index directs the reader to that section. This change is based on users who recommend that a definition of a term should be presented in the context of its actual use in the text, not separately, in a glossary.
Cross-functional approach: This edition continues to offer examples of and explain the benefits of cross-functional teams in new product development.
Considers non-marketing views: As an extension of the cross-functional approach, non marketing views will be presented as they naturally arise and not forced into a single chapter. This is because product managers find they are deeply involved in technical matters, in manufacturing process problems, in dealing with vendors, in arranging meetings between their engineers and customers, and many other such activities.
Continues to be useful to the reader: New terms from the business world are included and the authors continue to offer many product examples, cases, and applications which will make the material come to life for the reader. --This text refers to an out of print or unavailable edition of this title.
New Products Process is now the outline for the text: Chapter Two in the Fifth Eition was an overview of key concepts in new product development. Chapter Two was deleted so that after the introductory chapter, the reader hits the ground running with a standard New Products Process. This process serves as an outline for the whole text.
More coverage of product design and team management issues. Based on reviewer feedback, these topics are now covered in two separate chapters to provide more detail.
Additional cases and revised cases: There is more than one case at the end of several chapters to provide an analytical challenge or just a different perspective. The cases are either totally new, greatly rewritten, or updated.
Index was expanded: This area of study lacks a systematic language or consistent terminology. For this reason, the index was expanded considerably. Every term that might require definition has been made bold the first time it is used, and the index directs the reader to that section. This change is based on users who recommend that a definition of a term should be presented in the context of its actual use in the text, not separately, in a glossary.
Cross-functional approach: This edition continues to offer examples of and explain the benefits of cross-functional teams in new product development.
Considers non-marketing views: As an extension of the cross-functional approach, non marketing views will be presented as they naturally arise and not forced into a single chapter. This is because product managers find they are deeply involved in technical matters, in manufacturing process problems, in dealing with vendors, in arranging meetings between their engineers and customers, and many other such activities.
Continues to be useful to the reader: New terms from the business world are included and the authors continue to offer many product examples, cases, and applications which will make the material come to life for the reader. --This text refers to an out of print or unavailable edition of this title.
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Customer Reviews
Most Helpful Customer Reviews
2 of 2 people found the following review helpful
Format:Hardcover
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.
0 of 2 people found the following review helpful
Format:Hardcover
Excellent book, useful background reading for my university course.
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
14 reviews
33 of 34 people found the following review helpful
A Good Overview of The New Products Process
29 Jan 2001
Format:Hardcover
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.
19 of 22 people found the following review helpful
A Reference Text to Keep By Your Side
7 Oct 1998
Format:Hardcover
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.
6 of 6 people found the following review helpful
There has to be something better
18 Nov 2008
Format:Paperback
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.
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