Written with a managerial focus, New Product Management by Crawford and Di Beneditto is useful to the practicing new products manager. Along with the management approach, the perspective of marketing is presented throughout which enables the text to have a balanced view. The authors aim to make the book increasingly relevant to its users as this revision is considered to be a “new product.” Many new examples, cases, and research along with the most current topics highlight the new edition of New Product Management.
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More Analytical Rigor: Chapter 7 from the Fifth Edition (Analytical Attribute Approaches) has been split into two chapters for this edition. The new Chapter 6 goes in-depth into perceptual gap analysis and shows how perceptual maps are derived using both attribute rating and overall similarity techniques. Joint space analysis and preference regression are presented in the context of concept testing, and the discussions of screening, forecasting, quality function deployment, and A-T-A-R models are richer.
New Products Process is now the outline for the text: Chapter Two in the Fifth Eition was an overview of key concepts in new product development. Chapter Two was deleted so that after the introductory chapter, the reader hits the ground running with a standard New Products Process. This process serves as an outline for the whole text.
More coverage of product design and team management issues. Based on reviewer feedback, these topics are now covered in two separate chapters to provide more detail.
Additional cases and revised cases: There is more than one case at the end of several chapters to provide an analytical challenge or just a different perspective. The cases are either totally new, greatly rewritten, or updated.
Index was expanded: This area of study lacks a systematic language or consistent terminology. For this reason, the index was expanded considerably. Every term that might require definition has been made bold the first time it is used, and the index directs the reader to that section. This change is based on users who recommend that a definition of a term should be presented in the context of its actual use in the text, not separately, in a glossary.
Cross-functional approach: This edition continues to offer examples of and explain the benefits of cross-functional teams in new product development.
Considers non-marketing views: As an extension of the cross-functional approach, non marketing views will be presented as they naturally arise and not forced into a single chapter. This is because product managers find they are deeply involved in technical matters, in manufacturing process problems, in dealing with vendors, in arranging meetings between their engineers and customers, and many other such activities.
Continues to be useful to the reader: New terms from the business world are included and the authors continue to offer many product examples, cases, and applications which will make the material come to life for the reader.
Merle Crawford, University of Michigan - Emeritus
Anthony Di Benedetto, Temple University
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