Frank R. Bacon

Achieving Planned Innovation

A Proven System for Creating Successful New Products and Services

• Broschiertes Buch

Produktbeschreibung

Despite promising marketing research, most new products and services fail. However, with Frank R. Bacon's and Thomas W. Butler's Planned Innovation® system, any firm, of any size, in any country in the world can achieve high rates of success in new-product innovation. Like a preflight instrument check done by a cockpit crew, Planned Innovation is a disciplined and practical step-by-step sequence of procedures for reaching the intended destination point -- successful products -- every time. In an easy-to-read fashion, the authors explain their Planned Innovation system -- their action-oriented program for continuous success in new-product innovations without major failures. Their practical program features five steps to success, including: (1) a disciplined reasoning process, (2) lasting market orientation, (3) proper selection criteria that reflect (a) both strategic and tactical business objectives and goals, (b) dynamic matching of resources to present and future opportunities, and (c) positive and negative influences of major external trends affecting present and future business opportunities, (4) scientific reasoning to determine requirements before making major expenditures, and (5) proper organizational staffing. With this market-tested five-element paradigm, the authors explain what to do and why in evaluating the potential of any new product or service, ranging from ventures in retail distribution to the manufacture of products as diverse as bicycles, motorcycles, aerospace communication and navigation equipment, small business computers, food packaging, and medical products. Other topics covered include how to cultivate a lasting market orientation, how to choose selection criteria that reflect strategic objectives and tactical goals, and how to assess the positive and negative influences of external trends on business opportunities. The authors also explain how to creatively exhaust all the 'near-in' opportunities available, from modifying existing products for familiar existing markets and extending their product-life cycles -- with minimal cost, time and risk.

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Produktdetails

• Verlag: Free Press
• Seitenzahl: 180
• Erscheinungstermin: 1. Januar 1998
• Englisch
• Abmessung: 229mm x 152mm x 11mm
• Gewicht: 302g
• ISBN-13: 9781416573210
• ISBN-10: 1416573216
• Artikelnr.: 23455762

Autorenporträt

Frank R. Bacon, Jr., is a professor of marketing at Michigan State University. The originator of the Planned Innovation process, he has assisted many foreign and domestic companies in the development of market-oriented plans and new products for commercial, industrial, military, and aerospace markets. He lives in East Lansing, Michigan.

Inhaltsangabe

Contents
Prologue: How Planned Innovation Was Developed and Where It Has Been Used
1. What This Book Is All About
Example 1: What We Mean By a High Rate of Success
Example 2: Achieving Accelerated, Sustained Growth
Example 3: Growth Through Improvements in Existing Products
Example 4: Providing Guidance to R&D
Would Planned Innovation Have Value to Your Firm ?
2. What Is Planned Innovation?
3. The Planned Innovation System
Element One: A Disciplined Scientific Reasoning Process
Element Two: Lasting Marketing Orientation
Element Three: Proper Selection Criteria
Element Four: Using Scientific Reasoning to Determine Requirements Before
Making Major Expenditures
Element Five: Ensure Multifunctional Involvement
4. Establishing a Disciplined Scientific Reasoning Process for New Product
Innovation
5. The Model of Requirements for Successful Innovation
Model for Identifying Economic and Emotive Value
Four Questions to Address in Each Segment of Focus
Opportunity Selection Criteria Become the Optimizing Function
6. Forming a Lasting Market Orientation
Definition of Business Orientations
Blue Jeans -- a Universal Example
Functional Product-Market Definition
Definition of "Product"
Definition of "Functional Need"
Definition of "Customer"
Definition of "Geography"
Marketing Strategy, Mix, and Plan
Examples of Functional Product-Market Definitions for Blue Jeans
Changing to a Market Orientation
7. The Value of Opportunity Selection Criteria
Selection versus Screening Criteria
Selection Criteria Can Also Be Used for Screening
Issues Involved in Opportunity Selection Process
Importance of Integrating Strategy and Tactics
Matching Resources to Opportunities
Success Must Be Tactical and Strategic
8. Obtaining Proper Inputs to Opportunity Selection Criteria
Mission Statements Guide New Product Innovation
Statement of Financial Goals Needed
The Role of Functional Objectives
Defining Capabilities, Strengths, and Weaknesses
Competitive Opening and Advantage
External Trends
The Mental Work Required Is Well Worth the Effort
9. The Power of Scientific Thought Process in New Product Opportunity
Analysis
The Technique of Strong Inferenc
The Benefit of Hypotheses of Cause-Effect
Scientifically Based Opportunity Analysis Can Be Valuable at Any Stage of
New Product Development
10. Opportunity Analysis: Initial Assessment Phase
First, Define the Opportunity
Second, Verify that Opportunity Meets Selection Criteria and Establish
Priority
Third, Identify Critical Issues
Fourth, Formulate Hypotheses Based on Critical Issues
Fifth, Determine What Information Would Provide the
Most Decisive Test of Hypotheses
Sixth, Go for the Jugular in Obtaining Information
What Should Be Accomplished in the Initial Assessment Phase
11. Opportunity Analysis: Range of Requirements Phase
Testing Hypotheses Regarding Range of Requirements
Sample Size Required
Need for a Carefully Structured Questionnaire
Analysis of Competition
What Should Be Accomplished in the Range of Requirements Phase
12. Opportunity Analysis: Quantitative Confirmation of Market Potential
Phase
Design of a Stratified Random Sample
What Should Be Accomplished in the Quantitative Confirmation Phase
13. Application of Opportunity Analysis to Different Types of Products and
Markets
Parallel Activities Are Possible
Determining Requirements for Consumer Products
14. Implementing Planned Innovation to Achieve Multifunctional Involvement
Managerial Support Required
Multifunctional Involvement
Qualification and Training of Analysts
Maintaining the Flow of Ideas
Implementing the Planned Innovation System
The Planned Innovation Board
Recurrent Training
Epilogue: How Planned Innovation Provides Answers to Popular Myths
Regarding New Product Innovation
Nine Areas of Requirements for Successful Innovation
Myth 1: The Better Mousetrap
Myth 2: Another Xerox
Myth 3: The Gift of Genius
Myth 4: The Lotto
Myth 5: All You Have to Do Is Ask Your Customer
Myth 6: The Alchemist Stone
Notes