New products are the major driver of revenue growth in today's dynamic business environment. In this Handbook, the world's foremost experts on new product development bring together the latest thinking on this vitally important topic. These thought-leading authors organize knowledge into useful and insightful frameworks, covering all aspects of new product development: companies, collaborators, customers, context, markets, and performance.
The contributors delve into a broad range of topics, covering each one deeply and comprehensively. Careful attention to the development of these topics make it a fantastic single-source reference for state-of-the-art knowledge on new product development, including comprehensive sets of questions and discussion topics to inspire future research.
Managers will benefit from the Handbook by expanding their knowledge of new product development, and for researchers, the book provides a comprehensive look at the current research, as well as offering opportunities to continue expanding on this body of knowledge.
Publisher: Edward Elgar Publishing Ltd
Number of pages: 480
Dimensions: 244 x 169 mm
'Peter Drucker said "Business has only two functions - marketing and innovation." Imagine a collection of the latest thinking on the intersection of those two functions, leading to effective new product development. Golder and Mitra have produced such a collection, with contributions by just the right authors on just the right topics. Researchers should consult this Handbook when choosing research topics. Educators should consult this Handbook for material to share with their students. And managers should consult this Handbook so they can apply the latest thinking to their innovation efforts. An instant classic!' -- Gary L. Lilien, Pennsylvania State University, US
'This book does an excellent job of summarizing what is known, and importantly what needs to be known, about new product development. Covering topics ranging from idea generation to predicting market-place performance, it is a valuable resource for anyone who wants to be current in this area.' -- Donald Lehmann, Columbia University, US