New Product Development: Managing and Forecasting for Strategic Success / Edition 1

by Robert J. Thomas

Overview

Learn how to maintain a firm grasp of a project throughout its development, how to forecast with greater accuracy and how to ensure the successful launch of a product. Covers new consumer and industrial products, the latest services and technologies. Contains a slew of examples and case studies to illustrate concepts.

Product Details

ISBN-13:	9780471572268
Publisher:	Wiley
Publication date:	12/16/1993
Series:	Portable MBA Series
Pages:	368
Sales rank:	695,911
Product dimensions:	7.26(w) x 10.43(h) x 1.23(d)

About the Author

ROBERT J. THOMAS, PhD, is a Professor in the School of Business at Georgetown University and a corporate consultant specializing in new product development and strategic marketing management. Formerly Associate Dean of Georgetown's MBA program, Professor Thomas is also the author of New Product Development: Managing and Forecasting for Strategic Success. He received his PhD from the University of Pennsylvania's Wharton School.

Table of Contents

STRUCTURING NEW PRODUCT DEVELOPMENT.

Why New Product Development?.

Mediating Turbulent Business Environments.

Anticipating Market Acceptance of New Products.

Preparing the Organization for New Product Development.

MANAGING NEW PRODUCT DEVELOPMENT.

The Ongoing Process of New Product Development.

Building a New Product Decision Support System.

NEW PRODUCT DEVELOPMENT AND FORECASTING.

Estimating Market Opportunity for New Products.

New Product Sales Forecasting.

New Product Financial Control.

IMPLEMENTING NEW PRODUCT DEVELOPMENT.

Test Marketing New Products.

Market Entry Decisions.

Launching and Tracking New Product Programs.

Notes.

Indexes.