Developing new products and services : learning, differentiation, and innovation / / G. Lawrence Sanders ; with contributions by Ron Huefner ... [et al.].

• Superior document: Marketing research collection
• Author: Sanders, G. Lawrence.
• TeilnehmendeR: Huefner, Ronald J.
• Year of Publication: 2012
• Edition: 1st ed.
• Language: English
• Series: Marketing research collection.
• Physical Description: 1 electronic text (xx, 340 p.) :; ill., digital file.
• Notes: "For PowerPoint slides and other supplemental materials that accompany this book, please visit www.glsanders.wordpress.com."
• Format: Mode of access: World Wide Web.; System requirements: Adobe Acrobat reader.
• Bibliography: Includes bibliographical references (p. 327-335) and index.
• ISBN: 9781606492413 (pbk.); 9781606492420 (electronic bk.)
• Access: Access restricted to authorized users and institutions.
• Hierarchical level: Monograph
• Statement of Responsibility: G. Lawrence Sanders ; with contributions by Ron Huefner ... [et al.].

The focus of the book is on the up-front activities and ideas for new product and service development. A central theme of this book is that there is, or should be, a constant struggle going on in every organization, business, and system between delivering feature-rich versions of products and services using extravagant engineering and delivering low-cost versions of products and services using frugal engineering. Delivering innovative products is accomplished by an endless cycle of business planning, creative and innovative insight, and learning-about and learning-by-doing activities.