Bachelor Thesis from the year 2007 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, International University of Applied Sciences, language: English, abstract: The new information age has seen an impressive shift to global markets and cross-border competition, resulting in customers increased expectations for higher quality products, competitive prices and better and faster services. Hence, companies aiming at striving success are focussing more and more on generating fast, innovative, and efficient solutions to satisfy customers’ expectations and to create value for shareholder. In view of that, the quest for new products capable to bestow the company with the differential advantage to position itself against its competitors has never been more critical than ever before. However, although innovations are generally seen as the engine of growth, only a small number survive the first year and generate significant value for shareholders. Thus, managers all around the world are keen to identify key factors of success to reduce uncertainty in the new product development process. Yet, history teaches us that product innovation is a complex and dynamic process whose success is difficult to measure, to forecast and which call for talented managers capable to identify and harmonize an array of exogenous, endogenous and consumer perception factors of success simultaneously. Most notably, consumers perception is difficult to map and far more complex to manage. Only new products and innovations that timely offer superior and unique benefits that are perceived as such by customers are marketable and sustainable in the long run and thus generate value for shareholders.

For more than two decades, Winning at New Products has served as the bible for product developers everywhere. Robert G. Cooper demonstrates why consistent product development is vital to corporate growth and how to maximize your chances of success. Citing the author's most recent research, Winning at New Products showcases innovative practices by industry leaders to present a field-tested game plan for achieving product leadership. Cooper outlines specific strategies for making sound business decisions at every step-from idea generation to launch. This fully updated and expanded edition is an essential resource for product developers around the world. "This is a must read. There's so much new in this book, from how to generate the breakthrough ideas, picking the winners, and driving them to market successfully." -- Philip Kotler, Professor of International Marketing, Northwestern University, Kellogg School of Management

A total system for business success, based on a 25-year study and testing of the most effective success factors for any business, from small to large. Includes practical action steps that, taken together, will lead to significant success increases for your business or organization.

Bachelor Thesis from the year 2007 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,7, International University of Applied Sciences Bad Honnef - Bonn, language: English, abstract: The new information age has seen an impressive shift to global markets and cross-border competition, resulting in customers increased expectations for higher quality products, competitive prices and better and faster services. Hence, companies aiming at striving success are focussing more and more on generating fast, innovative, and efficient solutions to satisfy customers' expectations and to create value for shareholder. In view of that, the quest for new products capable to bestow the company with the differential advantage to position itself against its competitors has never been more critical than ever before. However, although innovations are generally seen as the engine of growth, only a small number survive the first year and generate significant value for shareholders. Thus, managers all around the world are keen to identify key factors of success to reduce uncertainty in the new product development process. Yet, history teaches us that product innovation is a complex and dynamic process whose success is difficult to measure, to forecast and which call for talented managers capable to identify and harmonize an array of exogenous, endogenous and consumer perception factors of success simultaneously. Most notably, consumers perception is difficult to map and far more complex to manage. Only new products and innovations that timely offer superior and unique benefits that are perceived as such by customers are marketable and sustainable in the long run and thus generate value for shareholders.

With intensifying competitive activity and continuing budget constraints, technology marketing teams are under pressure to be more accountable and deliver measurable results that demonstrate an effective return on investment. To add to the complexity, the market for technology products and services is global, with continuing growth in both developed and developing territories. Taking Technology to the Market provides a practical guide to the critical success factors in marketing technology. It uses a project-based approach, providing comprehensive guidelines for key strategic and tactical marketing programmes. The book will help you improve your chances of developing a winning marketing programme by providing essential steps to success and insight into best practice. Individual chapters provide self-contained guides to planning specific marketing tasks. The range of tasks covers the most common challenges facing marketing teams in technology companies. The book will help you understand the key success factors for overcoming a range of marketing challenges and give you the tools to put specific programmes into action quickly and effectively. The technology sector is a global business characterised by short product cycles, rapid change, longer-term customer relationships, complex decision-making processes, high levels of collaboration and partnership with customers and the supply chain, diverse channels to market and an emphasis on the value of information. These factors make the marketing of technology products and services a distinct discipline within the overall marketing spectrum to which Taking Technology to the Market is the definitive guide.

Product development, from refining an established product range to developing completely new products, is the lifeblood of the food industry. It is, however, a process fraught with risk, often ending in failure. What are the keys to making the process a success? Based on a wealth of experience gathered over 40 years, Food Product Development provides the answers. After an introductory chapter, the first half of the book considers the four core elements of product development: the overall business strategy which directs product development, the various steps in the product development process itself, the knowledge required to fuel the process and, last but not least, keeping product development focused on consumer needs and aspirations. The second part of the book looks at managing the product development process in practice with four case studies of successful product launches. It also discusses how to evaluate and improve the process to make future product innovation more successful. Filled with examples and practical suggestions, and written by a distinguished team with unrivalled academic and industry expertise, Food Product Development will be an essential guide for R & D and product development staff, and all managers concerned with this key issue throughout the food industry. Mary D. Earle and Richard L. Earle are both Professors Emeritus in Massey University, New Zealand. Mary Earle is a pioneer in product development research, and both she and her husband have worked with industry on numerous product development projects. Allan M. Anderson is Chief Executive of the New Zealand Dairy Research Institute, the central R & D organisation for the New Zealand dairy industry, and has extensive experience of managing successful product development projects.