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Table Of Contents

1.1 Setting the Stage
1.2 Problem Statement
1.3 Research Strategy and Methodology
1.4 Delimitations
1.5 Structure of the Thesis
Chapter 2: New Product Successes
2.1 Why Products Fail
2.2 Measuring New Product Success
2.2.1 Critical Factors for New Product Success
2.2.2 Striving for a Unique, Superior Product
2.2.3 Strong Market Orientation that is Market Driven and Customer
2.2.4 Predevelopment Work
2.2.5 Sharp, Early and Stable Project and Product Definition
2.2.6 Planning and Resourcing the Launch
2.2.7 Leveraging Core Competencies
2.2.8 Target Attractive Markets
2.2.9 Focus and Sharp Project Selection Decisions Regarding Portfolio
2.3 Marketing as the Key
Chapter 3: Marketing Research Techniques
3.1 Market Research Overview
3.2 Primary Data Collection
3.2.1 Observation
3.2.2. Experimentation
3.2.3. Questionnaires
3.3 Lead Users
3.3.1 Identifying Important Market or Technical Trends
3.3.2 Identifying Lead Users
3.3.3 Analyze Lead User Data
3.3.4 Project Lead User Data
3.4 House of Quality
3.4.1 Building a House
3.5 Secondary Data Collection
3.5.1 Internal
3.5.2 External
3.6 Market Research Conclusions
Chapter 4: The Stage-Gate Process
4.1 Stage-Gate Systems
4.3.1 Beginning Stage - Discovery
4.3.2 Gate 1: Idea Screen
4.3.3 Stage 1: Scoping
4.3.4 Gate 2: Second Screen
4.3.5 Stage 2: Building the Business Case
4.3.6 Gate 3: Go to Development
4.3.7 Stage 3: Development
4.3.8 Gate 4: Go to Testing
4.3.9 Stage 4: Testing and Validation
4.3.10 Gate 5: Go to Launch
4.3.11 Stage 5: Launch
4.3.12 Post-Launch Review
4.4 Evolutions of the Stage-Gate Process
4.4.1 Conversion/Response Stage-Gate Process Model
4.4.2 Spiral Development Stage-Gate Process Model
4.4 Role of Users/Customers in Stage-Gate
4.4.1 Theories for User/Customer Integration
4.4.3 Current User/Customer Integration Best-Practices
4.4.4 User/Customer Integration Defined
Chapter 5 – An Enhanced Model for Innovation
5.1 Introduction to the Product Innovation Bloom Model
5.2 Executing the Process
5.2.1 Stages
5.3 Gates
5.4 Innovation Yields Innovation
5.5 Limitations
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80 Marketing

80 Marketing

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Published by Parul Khanna

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Published by: Parul Khanna on Jun 01, 2011
Copyright:Attribution Non-commercial

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