9780139696947

Creating Breakthrough Productsidentifies key factors associated with successful innovation, and presents an insightful and comprehensive approach to building products and services that redefine markets -- or create new ones. Learn to identify Product Opportunity Gaps that can lead to enormous success; control and navigate the "Fuzzy Front End" of the product development process; and leverage contributions from diverse product teams -- while staying relentlessly focused on your customer's values and lifestyles.

Jonathan Cagan is a Professor of Mechanical Engineering at Carnegie Mellon University.

Foreword

xvii

Preface

xxi

Acknowledgments

xxvii

Glossary of Acronymns and Terms

xxxi

Part One The Argument

1

(104)

What Drives New Product Development

2

(30)

Redefining the Bottom Line

3

(6)

Positioning Breakthrough Products

5

(2)

Products and Services

7

(2)

Identifying Product Opportunities: The SET Factors

9

(3)

POG and SET Factor Case Studies

12

(19)

The OXO GoodGrips Peeler

14

(4)

The Motorola Talkabout

18

(4)

The Crown Wave

22

(4)

Starbucks

26

(5)

Summary Points

31

(1)

References

31

(1)

Moving to the Upper Right

32

(22)

Integrating Style and Technology

33

(3)

Style vs. Technology: A Brief History of the Evolution of Style and Technology in the 19th and 20th Centuries

36

(7)

In the Beginning

36

(1)

The Growth of Consumer Culture

36

(2)

The Introduction of Style to Mass Production

38

(2)

Post World War II Growth of the Middle Class and the Height of Mass Marketing

40

(1)

The Rise of Consumer Awareness and the End of Mass Marketing

41

(1)

The Era of Customer Value, Mass Customization, and the Global Economy

42

(1)

Positioning Map: Style vs. Technology

43

(7)

Lower Left: Low Use of Style and Technology

43

(1)

Lower Right: Low Use of Style, High Use of Technology

44

(1)

Upper Left: High Use of Style, Low Use of Technology

45

(1)

Upper Right: High Use of Style and Technology

45

(1)

Positioning Map of OXO GoodGrips

46

(2)

Positioning Map of Motorola Talkabout

48

(1)

Positioning Map of Crown Wave

48

(1)

Positioning Map of Starbucks

49

(1)

Knockoffs and Rip-offs

50

(1)

Revolutionary vs. Evolutionary Product Development

51

(2)

Summary Points

53

(1)

References

53

(1)

The Upper Right: The Value Quadrant

54

(30)

The Sheer Cliff of Value---The Third Dimension

55

(7)

The Shift in the Concept of Value in Products and Services

56

(3)

Qualities and a Customer's Value System: Cost vs. Value

59

(3)

Value Opportunities

62

(7)

Emotion

63

(1)

Aesthetics

64

(1)

Product Identity

64

(1)

Impact

65

(1)

Ergonomics

65

(3)

Core Technology

68

(1)

Quality

68

(1)

Value Opportunity Charts and Analysis

69

(9)

VOA of OXO GoodGrips

71

(2)

VOA of Motorola Talkabout

73

(2)

VOA of Crown Wave

75

(2)

VOA of Starbucks

77

(1)

The Time and Place for Value Opportunities

78

(1)

VOs and Product Goals

79

(1)

The Upper Right for Industrial Products

79

(3)

Summary Points

82

(1)

References

83

(1)

The Core of a Successful Brand Strategy: Breakthrough Products and Services

84

(21)

Brand Strategy and Product Strategy

85

(3)

Corporate Commitment to Product and Brand

88

(3)

Corporate Values and Customer Values

91

(1)

Managing Product Brand

92

(4)

Building an Identity

92

(1)

Company Identity vs. Product Identity

93

(2)

Building Brand vs. Maintaining Brand

95

(1)

Starting from Scratch: Iomega

96

(3)

Maintaining an Established Identity: Harley

99

(2)

Brand and the Value Opportunities

101

(2)

Summary Points

103

(1)

References

103

(2)

Part Two The Process

105

(108)

A Comprehensive Approach to User-Centered, Integrated New Product Development

106

(32)

Clarifying the Fuzzy Front End of New Product Development

107

(3)

A New Way of Thinking

108

(1)

iNPD Is Only Part of the Process

109

(1)

User-Centered iNPD Process

110

(22)

Resource Allocation

132

(4)

Allocating the Time Resource: Scheduling

134

(1)

Allocating the Cost Resource: Financing

134

(1)

Allocating the Human Resource: Team Selection

135

(1)

Summary Points

136

(1)

References

136

(2)

Integrating Disciplines and Managing Diverse Teams

138

(36)

User-Centered iNPD Facilitates Customer Value

139

(3)

Understanding Perceptual Gaps

142

(4)

Team Functionality

146

(7)

Team Collaboration

146

(2)

Negotiation in the Design Process

148

(2)

Team Performance

150

(3)

Part Differentiation Matrix

153

(10)

Team Conflict and the PDM

160

(2)

PDM and the Role of Core Disciplines

162

(1)

Issues in Team Management: Team Empowerment

163

(8)

Understand the Corporate Mission

164

(1)

Serve as a Catalyst and Filter

164

(1)

Be Unbiased

165

(1)

Empower and Support the Team

166

(1)

Let the Team Become the Experts

167

(1)

Recognize the Personality and Needs of the Team

167

(1)

Use of an Interests-Based Management Approach

168

(1)

Visionaries and Champions

169

(1)

Summary: The Empowered Team

170

(1)

iNPD Team Integration Effectiveness

171

(1)

Summary Points

172

(1)

References

172

(2)

Understanding the User's Needs, Wants, and Desires

174

(39)

Overview: Usability and Desirability

175

(5)

An Integrated Approach to a User-Driven Process

180

(1)

Scenario Development (Part I)

181

(2)

New Product Ethnography

183

(7)

Using Ethnography to Understand Customers at Polaroid

188

(2)

Lifestyle Reference

190

(2)

Ergonomics: Interaction, Task Analysis, and Anthropometrics

192

(9)

Interaction

192

(2)

Task Analysis

194

(3)

Anthropometrics

197

(4)

Scenario Development (Part II)

201

(2)

Broadening the Focus

203

(2)

Other Stakeholders

203

(1)

Identifying Users in Non-Consumer Products: Designing Parts Within Products

204

(1)

Product Definition

205

(1)

Visualizing Ideas and Concepts Early and Often

206

(4)

Summary Points

210

(1)

References

211

(1)

Research Acknowledgments

211

(2)

Part Three Further Evidence

213

(76)

Case Studies: The Power of the Upper Right

214

(40)

Overview of Case Studies

215

(38)

Baseball Moving to the Upper Right

216

(2)

Black & Decker SnakeLight™

218

(10)

Marathon Carpet Cleaner Designed by Herbst Lazar Bell (HLB)

228

(3)

DynaMyte Augmentative Communicator by DynaVox Systems and Daedalus Excel Product Development

231

(7)

Service Industry: UPS Moves Beyond the Package Delivery Industry

238

(4)

Herman Miller Aeron Chair

242

(6)

Apple iMac

248

(3)

Freeplay Radio

251

(2)

Summary Points

253

(1)

References

253

(1)

Automotive Design: Product Differentiation through User-Centered iNPD

254

(35)

The Dynamic SET Factors of the Auto Industry

255

(2)

The Design Process and Complexities

257

(3)

Breaking Down the Process

260

(6)

Door System

263

(1)

Rear Wiper System for Lincoln Navigator/Ford Expedition

263

(3)

Positioning: Move to the Upper Right

266

(9)

The Move of the SUVs

266

(2)

The Retro Craze

268

(7)

Positioning: Segmentation through Ethnography for Compact Truck Segmentation

275

(2)

Positioning: After-Market Products for Trucks---A Case Study of iNPD at Carnegie Mellon University

277

(6)

SideWinder: Side Worktable

279

(1)

MasterRack: Reconfigurable Rail Storage

280

(2)

NoFuss: Camping Storage System with Rail Guide Technology

282

(1)

Implications of User-Centered iNPD on the Auto Industry

283

(3)

Summary Points

286

(1)

References

286

(1)

Research Acknowledgments

287

(2)

Epilogue

289

(6)

Future Trends

289

(3)

Have Faith in the Leap

292

(2)

References

294

(1)

Index

295

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

Amazon no longer offers textbook rentals. We do!

Creating Breakthrough Products : Innovation from Product Planning to Program Approval

Creating Breakthrough Products : Innovation from Product Planning to Program Approval

0139696946

Summary

Author Biography

Table of Contents

Supplemental Materials

Excerpts