Product Research The Art and Science Behind Successful Product Launc
New product development is a highly creative exercise, often involving an interdisciplinary decision making and execution process. This book is a compendium of research articles on various issues concerning product research, written by research schol
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Product Research The Art and Science Behind Successful Product Launches
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Product Research
N.R. Srinivasa Raghavan
•
John A. Cafeo
Editors
Product Research The Art and Science Behind Successful Product Launches
123
Editors N.R. Srinivasa Raghavan General Motors India Pvt. Ltd Whitefield Rd. Bangalore-560066 Units 1-8, 3rd Floor, Creator Bldg. India [email protected]
John A. Cafeo General Motors R & D Center Manufacturing Systems Research Lab. 30500 Mound Road Warren MI 48090 USA [email protected]
ISBN 978-90-481-2859-4 e-ISBN 978-90-481-2860-0 DOI 10.1007/978-90-481-2860-0 Springer Dordrecht Heidelberg London New York Library of Congress Control Number: 2009929635 c Springer Science+Business Media B.V. 2009 No part of this work may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, microfilming, recording or otherwise, without written permission from the Publisher, with the exception of any material supplied specifically for the purpose of being entered and executed on a computer system, for exclusive use by the purchaser of the work. Cover design: eStudio Calamar S.L. Printed on acid-free paper Springer is part of Springer Science+Business Media (www.springer.com)
Editorial
1 Motivation for this Book New product development is a highly creative exercise, often involving interdisciplinary decision making and execution. Some of the several functions in an organization responsible for chartering the course of this process including product design, R&D, engineering, manufacturing, marketing, procurement, planning, finance, and information systems. Not to ignore the role that strategic suppliers, customers and regulators can play in this process. The more complex the nature of the product, the more strategic is the impact of this process on the financial viability of a company. Given the complicated nature of product development, it is extremely important for an organization to invest in product research. Generally, product research concerns itself with processes, tools, and methods that aid in understanding customer needs (both expressed and latent), planning for the right product features to suit an appropriate portfolio of products, translating the needs into engineering specifications, and monitoring the consumer feedback so that better products can be sold to consumers in the future. In this book, we have a compendium of research articles on various issues concerning product research, written by research scholars both from academia and industry. Our aim in this book is to highlight through these articles, the state-ofthe-art in a number of areas within product research. We hope this book will be a useful reference material for both practitioners and researchers in academia.
2 Summary of Research Articles This book has four clusters around which we thought it will be best to organize the papers we reviewed. The first cluster is on innovation and information sharing in product design. The second cluster is on dec
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