Creating breakthrough products : revealing the secrets that drive global innovation /
Cagan, Jonathan,1961-
Vogel, Craig M.
Upper Saddle River, N.J. : FT Press,
c2013.
Includes bibliographical references and index.
Preface -- The argument -- What drives new product development -- Moving to the upper right -- The upper right : the value quadrant -- The core of a successful brand strategy : breakthrough products and services -- The process -- A comprehensive approach to user-centered, integrated new product development -- Integrating disciplines and managing diverse teams -- Understanding the user's needs, wants, and desires -- Further evidence -- Service innovation : breakthrough innovation on the product-service eco-system continuum -- Case studies : the power of the upper right -- Case studies : the global power of the upper right -- Where are they now? -- Epilogue.
New products.
Production planning.
Product management.
Marketing research.