New Product Success Stories: Lessons from Leading Innovators (New Directions in Business) - Hardcover

Thomas, Robert J.

Hardcover

ISBN 10: 047101320X ISBN 13: 9780471013204

Publisher: Wiley, 1995

Synopsis

What are the secrets behind such spectacular new product successesas Slim-Fast, Cellular One, and Phillips CD? How did Snapple, MCIFriends and Family, MTV, and The Body Shop emerge from obscurity tobecome household names, seemingly overnight?

Find out in New Product Success Stories, a book that takes youbehind the scenes of 24 of the biggest new product success storiesof the past few years. From repeat purchase and durable productssuch as Lever 2000 and Ford Taurus, to major technologies such asCellular One, from services like Courtyard by Marriott, toretailers such as The Body Shop International, you're given aunique, firsthand look at how a wide range of innovative companiesemployed a variety of approaches to successfully developing andmarketing their new products.

New Product Success Stories was designed to help businesspeople toidentify and study the factors that have been shown to play acentral role in new product success. Consequently, the book isorganized according to such vital issues as:
* Aligning strategic opportunities
* Capitalizing on the business environment
* Pursuing market acceptance
* Motivating the organization
* Creating new product ideas
* Designing new products from concepts
* Refining the new product
* Tracking the new product

Each success story follows a similar format, offering a briefhistory of the product idea, a company profile, a blow-by-blowaccount of the development process, an explanation of the product'ssuccess in terms of factors both inside and outside theorganization, and future prospects for both product and thecompany.

Offering a unique opportunity to learn the secrets behind 24sensational new product success stories, New Product SuccessStories is an invaluable tool of survival in today's rapidlychanging business world.

"A refreshing and practical book that adds considerable insight tothe processes of new product development. Both practitioners andstudents of new product development will find considerable value inbenchmarking against these success stories." --Thomas S. RobertsonSainsbury Professor of Marketing London Business School

"New products are essential for organizations, but they are bothrisky and costly. The stories in this book record how 24 newproducts traversed the marketplace minefield successfully. Theyprovide insight and inspiration for those involved in the newproduct arena." -- Gary L. Lilien Director, Institute for the Studyof Business Markets Distinguished Research Professor of ManagementScience, Penn State

"Refreshing and illuminating . . . a compelling series of casestudies that shows how the success of a new product can be achievedthrough innovation and risk-taking. A book on new product successthat is a new product in its own right." -- John S. HendricksFounder, Chairman and Chief Executive Officer DiscoveryCommunications, Inc.

"This book makes an important contribution to the literature on newproduct success. It inspires as it instructs." --William W. AdamsFormer Chairman and President Armstrong World Industries,Inc.

"One of the most readable and insightful collections of new productcase studies I have ever read. New Product Success Storiesdemonstrates that business managers and new product professionalscan gain relevant insights from others' successes as well aslearning from others' mistakes." -- John D. Bowlin President andChief Operating Officer Miller Brewing Company

About this title

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 (Wiley). He received his PhD from the University of Pennsylvania's Wharton School.

From the Back Cover

What are the secrets behind such spectacular new product successes as Slim-Fast, Cellular One, and Phillips CD? How did Snapple, MCI Friends and Family, MTV, and The Body Shop emerge from obscurity to become household names, seemingly overnight?

Find out in New Product Success Stories, a book that takes you behind the scenes of 24 of the biggest new product success stories of the past few years. From repeat purchase and durable products such as Lever 2000 and Ford Taurus, to major technologies such as Cellular One, from services like Courtyard by Marriott, to retailers such as The Body Shop International, you're given a unique, firsthand look at how a wide range of innovative companies employed a variety of approaches to successfully developing and marketing their new products.

New Product Success Stories was designed to help businesspeople to identify and study the factors that have been shown to play a central role in new product success. Consequently, the book is organized according to such vital issues as:

• Aligning strategic opportunities
• Capitalizing on the business environment
• Pursuing market acceptance
• Motivating the organization
• Creating new product ideas
• Designing new products from concepts
• Refining the new product
• Tracking the new product

Each success story follows a similar format, offering a brief history of the product idea, a company profile, a blow-by-blow account of the development process, an explanation of the product's success in terms of factors both inside and outside the organization, and future prospects for both product and the company.

Offering a unique opportunity to learn the secrets behind 24 sensational new product success stories, New Product Success Stories is an invaluable tool of survival in today's rapidly changing business world.

"A refreshing and practical book that adds considerable insight to the processes of new product development. Both practitioners and students of new product development will find considerable value in benchmarking against these success stories." ―Thomas S. Robertson Sainsbury Professor of Marketing London Business School

"New products are essential for organizations, but they are both risky and costly. The stories in this book record how 24 new products traversed the marketplace minefield successfully. They provide insight and inspiration for those involved in the new product arena." ― Gary L. Lilien Director, Institute for the Study of Business Markets Distinguished Research Professor of Management Science, Penn State

"Refreshing and illuminating . . . a compelling series of case studies that shows how the success of a new product can be achieved through innovation and risk-taking. A book on new product success that is a new product in its own right." ― John S. Hendricks Founder, Chairman and Chief Executive Officer Discovery Communications, Inc.

"This book makes an important contribution to the literature on new product success. It inspires as it instructs." ―William W. Adams Former Chairman and President Armstrong World Industries, Inc.

"One of the most readable and insightful collections of new product case studies I have ever read. New Product Success Stories demonstrates that business managers and new product professionals can gain relevant insights from others' successes as well as learning from others' mistakes." ― John D. Bowlin President and Chief Operating Officer Miller Brewing Company

From the Inside Flap

New Product Success Stories What are the secrets behind such spectacular new product successes as Slim-Fast, Cellular One, and Phillips CD? How did Snapple, MCI Friends and Family, MTV, and The Body Shop emerge from obscurity to become household names, seemingly overnight? Find out in New Product Success Stories, a book that takes you behind the scenes of 24 of the biggest new product success stories of the past few years. From repeat purchase and durable products such as Lever 2000 and Ford Taurus, to major technologies such as Cellular One, from services like Courtyard by Marriott, to retailers such as The Body Shop International, you re given a unique, firsthand look at how a wide range of innovative companies employed a variety of approaches to successfully developing and marketing their new products. New Product Success Stories was designed to help business-people to identify and study the factors that have been shown to play a central role in new product success. Consequently, the book is organized according to such vital issues as:

• Aligning strategic opportunities
• Capitalizing on the business environment
• Pursuing market acceptance
• Motivating the organization
• Creating new product ideas
• Designing new products from concepts
• Refining the new product
• Tracking the new product

Each success story follows a similar format, offering a brief history of the product idea, a company profile, a blow-by-blow account of the development process, an explanation of the product s success in terms of factors both inside and outside the organization, and future prospects for both product and the company. Offering a unique opportunity to learn the secrets behind 24 sensational new product success stories, New Product Success Stories is an invaluable tool of survival in today s rapidly changing business world.

Edition details

• Publisher: Wiley
• Publication date: 1995
• ISBN 10: 047101320X
• ISBN 13: 9780471013204
• Binding: Hardcover
• Language: English
• Edition number: 1
• Number of pages: 342