Publisher: Wiley, 1996, 352 pages
This book links the art and the science of new product development.
A steady flow of successful new products and services is the lifeline for just about every organization. Many companies stake their strategic futures on the rapid market accceptance and high-profit level of a key new product. Yet there is often a big gap between initial rosy forecasts when a new product is launched and actual sales when it confronts the reality of the marketplace. New Product Development: Managing and Forecasting for Strategic Success will help you fill that gap.
In this important new book, Robert J. Thomas:
Dr. Thomas shows how to take control of the new product development process by effectively forecasting market opportunities, estimating sales and profits, designing marketing efforts. timing the launch of new products, and tracking products after launch. He shows that managing and forecasting successful new product developments are an interactive process involving all members of the new product team. In today's turbulent business environment this book provides the foundation for developing innovative new products that will succeed in the marketplace.
A decent book about product development from the Portable MBA series. It is a bit shallow as a Business Development book.