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Navigable Slide Index

1. Introduction
2. Talk aims
3. Why NPD is crucial
4. New products are crucial for growth but
5. Why products fail
6. Case study: Caterpillar
7. Case study: citizenM
8. Key issues in NPD (1)
9. The development funnel
10. Key issues in NPD (2)
11. Customers' hidden needs (aka empathic design)
12. What customers can't tell us: hidden needs
13. Stage-gate or phase review process
14. Cross-functional teams
15. Cross-functional teams: Agilent Technologies
16. Key tools and techniques (1)
17. Key tools and techniques (2)
18. Kano model: features and satisfaction
19. Post-project reviews
20. Recommendations for PPRs
21. Productivity of the NPD process
22. Summary
23. References
24. Acknowledgements

Topics Covered

• Why new product development (NPD) is crucial
• Examples for new products
• Why products fail
• Examples: Caterpillar and citizen M
• Key issues with managing new product development
• The Pentathlon Framework
• Customers' hidden needs
• Stage-gate or phase review process
• Cross-functional teams
• Key tools and techniques for managing new product development
• Kano model: features and satisfaction
• Post-project reviews
• Productivity of the NPD process

Links

Series:

• Principles of Marketing

Categories:

• Marketing & Sales

Bite-size Case Studies:

• Caterpillar: a service brand for customer peace of mind

Talk Citation

Publication History

• Published on April 16, 2012