For years, Jonathan Cagan's and Craig M. Vogel's Creating Breakthrough Products has offered an indispensable roadmap for uncovering new opportunities, identifying what customers really value, and building products and services that redefine markets or create entirely new markets. Now, the authors have thoroughly updated their classic book, adding new chapters on service design and global innovation, plus new insights, best practices, and case studies from both U.S. and global companies.
Their new Second Edition compares revolutionary (Apple style) and evolutionary (Disney style) approaches to innovation, helping decision makers choose between them, and make either one work. Cagan and Vogel provide more coverage of Value Opportunity Analysis and ethnography, as well as new case studies ranging from Navistar's latest long haul truck to P&G's reinvention of Herbal Essence.
Throughout, readers will find up to date insights into identifying Product Opportunity Gaps that can lead to enormous success; navigating the "Fuzzy Front End" of product development; and leveraging contributions from diverse product teams, while staying relentlessly focused on customers' values and lifestyles, from strategy through execution. Using additional visual maps and illustrations, they've made their best selling book even more intuitive and accessible to both industry and academic audiences.
Chapter 1 What Drives New Product Development
Chapter 2 Moving to the Upper Right
Chapter 3 The Upper Right : The Value Quadrant
Chapter 4 The Core of a Successful Brand Strategy : Breakthrough Products Services
Chapter 5 A Comperhensive Approach to User-Centered, Integrated New Product Development
Chapter 6 Integratiing Disciplines and Managing Diverse Teams
Chapter 7 Understanding the User's Needs, Wants, and Desires
Chapter 8 Service Innovation : Breaktrough Innovation on the Product-Service Ecosystem Continuum
Chapter 9 Case Studies : The Power of the Upper Right
Chapter 10 Case Studies : Thhe Global Power of the Upper Right
Chapter 11 Where Are They Now?