Opis: Creating Breakthrough Products - Craig Vogel, Jonathan Cagan

For years, Jonathan Cagan's and Craig M. Vogel's Creating Breakthrough Products has offered an indispensable roadmap for uncovering new opportunities, identifying what customers really value, and building products and services that redefine markets - or create entirely new markets. Now, the authors have thoroughly updated their classic book, adding new chapters on service design and global innovation, plus new insights, best practices, and case studies from both U.S. and global companies. Their new Second Edition compares revolutionary (Apple-style) and evolutionary (Disney-style) approaches to innovation, helping decision-makers choose between them, and make either one work. Cagan and Vogel provide more coverage of Value Opportunity Analysis and ethnography, as well as new case studies ranging from Navistar's latest long-haul truck to P&G's reinvention of Herbal Essence. Throughout, readers will find up-to-date insights into identifying Product Opportunity Gaps that can lead to enormous success; navigating the "Fuzzy Front End" of product development; and leveraging contributions from diverse product teams - while staying relentlessly focused on customers' values and lifestyles, from strategy through execution. Using additional visual maps and illustrations, they've made their best-selling book even more intuitive and accessible to both industry and academic audiences.Foreword by Dee Kapur xix Acknowledgments xxi About the Authors xxiii Preface xxv Glossary of Acronyms and Terms xxxv Part One The Argument 1 Chapter 1 What Drives New Product Development 2 Redefining the Bottom Line 3 Positioning Breakthrough Products 5 Products, Services, and Product-Service Ecosystems 7 Identifying Product Opportunities: The SET Factors 10 POG and SET Factor Case Studies 15 The Margaritaville Frozen Concoction Maker 15 The BodyMedia FIT System 19 Starbucks 25 The GE Healthcare Adventure MRI Series 28 Summary Points 33 Notes 34 Chapter 2 Moving to the Upper Right 36 Integrating Style and Technology 37 Style Versus Technology: A Brief History of the Evolution of Style and Technology in the Nineteenth and Twentieth Centuries 40 In the Beginning 40 The Growth of Consumer Culture 41 The Introduction of Style to Mass Production 42 Post-World War II Growth of the Middle Class and the Height of Mass Marketing 44 The Rise of Consumer Awareness and the End of Mass Marketing 45 The Era of Customer Value, Mass Customization, and the Global Economy 46 Positioning Map: Style Versus Technology 47 Lower Left: Low Use of Style and Technology 48 Lower Right: Low Use of Style, High Use of Technology 49 Upper Left: High Use of Style, Low Use of Technology 50 Upper Right: High Use of Style and Technology 50 Positioning Map of Margaritaville Frozen Concoction Maker 52 Positioning Map of BodyMedia FIT System 53 Positioning Map of Starbucks 55 Positioning Map of GE Adventure Series 56 Knockoffs and Rip-offs 57 The Upper Right and Intellectual Property 59 Revolutionary Versus Evolutionary Product Development 60 Summary Points 62 References 62 Chapter 3 The Upper Right: The Value Quadrant 64 The Sheer Cliff of Value: The Third Dimension 65 The Shift in the Concept of Value in Products and Services 66 Qualities and a Customer's Value System: Cost Versus Value 70 Value Opportunities 73 Emotion 74 Aesthetics 75 Product Identity 75 Impact 76 Ergonomics 77 Core Technology 80 Quality 80 Value Opportunity Charts and Analysis 81 VOA of Margaritaville Frozen Concoction Maker 84 VOA of BodyMedia FIT System 86 VOA of Starbucks 87 VOA of GE Adventure Series MRI 89 The Time and Place for Value Opportunities 90 VOs and Product Goals 91 The Upper Right for Industrial Products 93 The Upper Right of Commodity Products: Trading off Value among the Aluminum Can, the Plastic Bottle, and the Glass Bottle 96 Summary Points 98 References 98 Chapter 4 The Core of a Successful Brand Strategy: Breakthrough Products and Services 100 Brand Strategy and Product Strategy 101 Corporate Commitment to Product and Brand 105 Corporate Values and Customer Values 108 Managing Product Brand 109 Building an Identity 110 Company Identity Versus Product Identity 111 Building Brand Versus Maintaining Brand 114 Starting from Scratch: Cirque du Soleil 114 Redefining a Brand: Herbal Essences 115 Maintaining an Established Identity: Harley 118 Brand and the Value Opportunities 120 Summary Points 122 References 122 Part Two The Process 125 Chapter 5 A Comprehensive Approach to User-Centered, Integrated New Product Development 126 Clarifying the Fuzzy Front End of New Product Development 127 A New Way of Thinking 128 iNPD Is Only Part of the Process 130 User-Centered iNPD Process 132 Resource Allocation 156 Allocating the Time Resource: Scheduling 157 Allocating the Cost Resource: Financing 158 Allocating the Human Resource: Team Selection 159 Summary Points 160 References 160 Chapter 6 Integrating Disciplines and Managing Diverse Teams 162 User-Centered iNPD Facilitates Customer Value 163 Understanding Perceptual Gaps 166 Team Functionality 171 Team Collaboration 171 Negotiation in the Design Process 172 Team Performance 176 Part Differentiation Matrix 181 Team Conflict and the PDM 188 PDM and the Role of Core Disciplines 190 Issues in Team Management: Team Empowerment 191 Understand the Corporate Mission 192 Serve As a Catalyst and a Filter 192 Be Unbiased 193 Empower and Support the Team 194 Let the Team Become the Experts 196 Recognize the Personality and Needs of the Team 196 Use of an Interests-Based Management Approach 196 Visionaries and Champions 198 Summary: The Empowered Team 199 iNPD Team Integration Effectiveness 199 Summary Points .200 References 201 Chapter 7 Understanding the User's Needs, Wants, and Desires 204 Overview: Usability and Desirability 205 An Integrated Approach to a User-Driven Process 210 Scenario Development (Part I) 212 New Product Ethnography 214 Using Ethnography to Understand Parrotheads 220 Lifestyle Reference and Trend Analysis 223 Ergonomics: Interaction, Task Analysis, and Anthropometrics 225 Interaction 225 Task Analysis 228 Anthropometrics 231 Scenarios and Stories 236 Scenario Development (Part II) 236 Storytelling 238 Broadening the Focus 241 Other Stakeholders 241 Identifying Users in Nonconsumer Products: Designing Parts within Products .243 Product Definition 244 Visualizing Ideas and Concepts Early and Often 247 Summary Points 252 References 253 Research Acknowledgments 254 Part Three Further Evidence 255 Chapter 8 Service Innovation: Breakthrough Innovation on the Product-Service Ecosystem Continuum 256 The Era of Interconnected Ecosystems: Product, Interface, and Service 257 Empathy Versus Logic 260 Traditional Service Design 262 Umpqua: Designing a Bank Like a Product 265 UPS Moves Beyond the Package Delivery Industry 267 The Disney Renaissance: The Ultimate Entertainment Service 272 Interaction Design 276 Interaction Through a Multisensory Interactive Teaching Tool 277 Summary Points 279 References 280 Chapter 9 Case Studies: The Power of the Upper Right 282 Reinventing the Classroom with Upper Right Seating Systems: The IDEO and Steelcase Node 283 Ball Parks Play in the Upper Right: The Dallas Stadium and PNC Park 291 Innovation in Machining: Kennametal Beyond Blast Titanium Manufacturing 296 Electric Vehicle Innovation: Bringing Upper Right Transportation to the Twenty-First Century 300 Upper Right Open Innovation Partnerships between Companies and Universities 305 Innovation along the Highway: Navistar International LoneStar 307 The 50+ and Environmental Responsibilities: Designing a New Refillable Sustainable Packaging System 311 Making University-Industry Innovation Partnerships Work 315 Summary Points 316 Endnotes 316 Chapter 10 Case Studies: The Global Power of the Upper Right 318 The BRIC Countries 319 Brazil: Innovation and Growth in South America 320 China: Haier, The First Major Chinese Global Brand 323 India: Design Impact and Social Responsibility in India 328 Be Green Packaging: The World Is Flat Meets Cradle to Cradle in Connect+Develop 330 DesignSingapore Council: The Third Component from the Little Country That Can 332 Summary Points 335 References 335 Chapter 11 Where Are They Now? 338 Changing SET Factors 339 The OXO GoodGrips Peeler 340 The Crown Wave 346 Retired Case Studies 348 Summary Points 360 Epilogue 361 Future Innovators 361 Have Faith in the Leap 363 References 365 Index 367

Szczegóły: Creating Breakthrough Products - Craig Vogel, Jonathan Cagan

Tytuł: Creating Breakthrough Products
Autor: Craig Vogel, Jonathan Cagan
Producent: Prentice Hall
ISBN: 9780133011425
Rok produkcji: 2012
Ilość stron: 416
Oprawa: Twarda
Waga: 0.9 kg

Recenzje: Creating Breakthrough Products - Craig Vogel, Jonathan Cagan