Designing winning products

• Other Authors: Woodside, Arch G., Liukko, Timo, Lehtonen, Ari
• Format: Electronic eBook
• Language: English
• Published: New York : JAI, 2000.
• Edition: 1st ed.
• Series: Advances in business marketing and purchasing ; v. 10.
• Subjects: New products > Management.; Product management.; Industrial design.; Research & development management.; Sales & marketing management.; Business & Economics > Marketing > Research.
• Physical Description: 1 online resource (xiii, 306 p.) : ill.
• Bibliography: Includes bibliographical references.
• ISBN: 9781849500609 (electronic bk.) : 1849500606 (electronic bk.) : 0762306823 (hbk.); 9780762306824 (hbk.)
• ISSN: 1069-0964 ;

Written for marketing executives, new product/service managers, and marketing research professionals, "Designing Winning Products" (DWP) focuses on design and market testing issues/solutions for new business-to-business products and services. The first three chapters synthesize the product innovation literature; the objective of these chapters is to increase marketing and product managers' technical skills for testing customer acceptance of alternative new product/service designs. Detailed examples of applying these skills are described in seven later chapters - these chapters describe how to apply conjoint analysis and choice experiments with B-to-B customers in specific European and North American markets. A chapter is devoted to describing how superior new products sometimes fail to attract known customers - the nitty-gritty nuances behind the innovator's dilemma. More than 50 diagrams, tables and figures support the text; the chapter discussions and end-of-chapter references include more than 300 complete citations to additional sources.