Description |
viii, 326 pages : illustrations ; 25 cm |
Contents |
FASTPATH to growth: leveraging technologies to new market applications -- IBM rises from the ashes -- A framework for action -- Segmenting markets for growth -- Understanding user needs -- Creating design concepts, prototyping, and validating design choices -- How Honda innovates -- Product line and platform development -- Honda's element comes to life -- Business model innovation -- New brand and product line development at masterfoods -- Making the business case -- Executive decision making -- Leading teams to growth |
Summary |
"The Fast Path to Corporate Growth takes on the challenge large corporations have in developing new product lines that address new market applications and provide new streams of revenue. The book integrates the key disciplines of product/service development - new product strategy, user research, concept development and prototyping, market testing, and business modeling - into a practical framework for generating enterprise growth." "The book illustrates that framework with in-depth examples of companies - including IBM, Honda, and Mars - that have generated impressive results by leveraging their core technologies to new markets and to new uses. These include IBM, Honda, and Mars. Many of these examples contain actionable templates that readers can use in their own projects. The book also addresses the human side of new market applications, providing advice on what executives and innovation team leaders must do to execute the steps of Meyer's framework for developing new market applications." "This comprehensive guide to growth will appeal to R&D practitioners, new business development strategists, product managers, and to students of engineering management, innovation management, and corporate strategy."--BOOK JACKET |
Bibliography |
Includes bibliographical references and index |
Subject |
Success in business.
|
|
Creative ability in business.
|
|
New products -- Management.
|
|
Business planning.
|
|
Marketing research.
|
|
Market segmentation.
|
|
Corporations -- Growth.
|
LC no. |
2006022341 |
ISBN |
9780195180862 cloth alkaline paper |
|
0195180860 cloth alkaline paper |
|