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The PDMA Handbook of New Product Development Hardcover – 29 Jan 2013

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About the Author

PDMA is a global nonprofit organization seeking to accelerate the contribution that innovation makes to the economic and professional growth of people, businesses, and societies around the world. PDMA delivers improved organizational performance and individual career growth by offering the latest academically rigorous innovation research, resources for product development and management knowledge, and opportunities for collaboration among an international network of innovators.

Kenneth B. Kahn, PhD, is Professor of Marketing and Director of the da Vinci Center for Innovation at Virginia Commonwealth University in Richmond, Virginia. His teaching and research interests address product development, product management, and demand forecasting of current and new products. He has consulted with and conducted training sessions for numerous companies, and has been a PDMA member since 1989.

Sally Evans Kay has been active in PDMA since 1988 both nationally and at the chapter level and currently chairs The Outstanding Corporate Innovator Award Committee.

Rebecca J. Slotegraaf, PhD, is Associate Professor of Marketing and Whirlpool Faculty Fellow at the Kelley School of Business, Indiana University. She serves on the editorial boards of the Journal of Marketing, Journal of Product Innovation Management, and others.

Steve Uban, PE, NPDP, has been a practitioner in research and new product development for almost 40 years. Mr. Uban is a Professional Engineer and Certified New Product Development Professional and is on the board of the PDMA Foundation.

From the Back Cover

The completely revised and updated "bible" of new product development

The PDMA Handbook of New Product Development, Third Edition provides a comprehensive, updated picture of what managers need to know today for effective new product development. Its concise, map–like detail acts as a compass for managers, offering practical information pertaining to every stage of the product development process—from idea generation to launch to the end of the product life cycle.

This Third Edition provides fundamentals for novices as well as guidance for experts on topics outside their own area of expertise and includes the latest information on advanced and emerging concepts, such as virtual product development, globalization, social networking, and service development.

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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: HASH(0x96b062f4) out of 5 stars 20 reviews
45 of 46 people found the following review helpful
HASH(0xa2a05624) out of 5 stars Product Marketing Professionals - BUY THIS BOOK! 13 Mar. 2002
By Steven Linsk - Published on Amazon.com
Format: Hardcover
The PDMA Handbook is one of those rare and valuable books that characterizes a "body of knowledge" for a professional discipline. It was produced by the preeminent industry organization for New Product Development (NPD) professionals, the PDMA .... This text describes current, best practices in NPD and includes contributions from knowledge leaders in academia, consulting, and industry practice. If you are a CEO, COO, CTO, Marketing Manager, Product Manager, Product Planner, Engineering Manager, Project Manager, Program Manager, or any other professional involved in new product development (especially for technically complex products like hardware and software) you really need this book.
Product Managers (should) perform the nitty, gritty, roll-your-sleeves-up: opportunity analysis, business case formulation, and requirements management for new products. Research shows that judicious performance of this critical pre-work is a key determinant in the ultimate market success of new products and is usually performed inadequately. Unfortunately, most professionals in such roles have had no formal training beyond an MBA (sometimes). The PDMA Handbook provides a comprehensive treatment of virtually all the subject areas new product development (business) managers need to understand to drive the success of their endeavors. Want to know the key success factors for new products, understand value proposition, differentiation, features vs. benefits, uniqueness, sustainable competitive advantage, the fuzzy front end, pipeline management, how to plan a new product launch, manage a product portfolio, and more? This is the book you need. The PDMA Handbook is the Gray's Anatomy of product management. Buy it and READ it at least twice.
14 of 16 people found the following review helpful
HASH(0x96c5048c) out of 5 stars This book should have been read when it was published! 18 Aug. 2001
By Tero Siintoharju - Published on Amazon.com
Format: Hardcover
This book seem to be written by persons who really know what NPD (or NPI) really is. All those described mistakes possible to be done is made by me during last five years...this is a good book.
The area of NPD is large. Luckily people in PDMA have come to the right conclution: it is not possible for one person to handle the whole area throughly. Every chapter in this book is written by expert on his/her own area. Unfortunately the maximum size of one book restricts the possible space per one writer to include only the most vital parts into this book.
To whom I can recommend this book? --- To anyone who will to increase his/her own scope of NPD and especially to a person who already have gained some experience on this field and is able to compare his/her own experiece to this book.
4 of 4 people found the following review helpful
HASH(0x96c50690) out of 5 stars A good resource 20 Jan. 2009
By Fiasco - Published on Amazon.com
Format: Hardcover
A good collection of papers, but not a complete "handbook". It is definitely worth buying, reading and studying, but the best resource for NPD is still New Products Management by Crawford and Di Benedetto. Both are excellent resources for the NPDP certification exam.
4 of 5 people found the following review helpful
HASH(0x97978804) out of 5 stars A Must Reference for Every Product Manager 14 Dec. 2007
By Roark Pollock - Published on Amazon.com
Format: Hardcover
This book is a must read for every Product Manager or aspiring Product Manager. It is very detailed and covers the product development process from start to finish. I highly recommend it as a reference that should remain on your desk within arms reach.

However, please note that this book does not address product marketing; it only covers product develop processes.
3 of 4 people found the following review helpful
HASH(0x973d8564) out of 5 stars A useful handbook, but not helpful for NPDP exam 29 Dec. 2009
By Chih Chieh Hsieh - Published on Amazon.com
Format: Hardcover Verified Purchase
I bought this book for NPDP (new product management professional) exam preparation. After reading the first halp I discover it might not create direct benefit, then I stopped.

It's more about advance topics, apprepriate for those who are already a product manager or those running a new product development projects. For those who's objective is to pass the exam, they may feel disappointed, however, for NPDP certificate holders, this book will definitely enhance your knowledge and view.
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