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Designing Winning Products by Arch G. Woodside, Timo Liukko, Ari Lehtonen

Designing Winning Products

by Arch G. Woodside , Timo Liukko , Ari Lehtonen
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Book cover type: Hardcover
  • ISBN13: 9780762306824
  • Binding: Hardcover
  • Subject: N/A
  • Publisher: Jai Press Inc.
  • Publisher Imprint: Jai Press Inc.
  • Publication Date:
  • Pages: 324
  • Original Price: GBP 108.99
  • Language: English
  • Edition: N/A
  • Item Weight: 631 grams
  • BISAC Subject(s): Industrial Design / Product

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.

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