Developing New Products and Services
G. Lawrence Sanders, State University of New York at Buffalo
ISBN 13: 978-1-4533436-0-9
Publisher: Saylor Foundation
Conditions of Use
The textbook covers several important areas that are not covered in other 'New Product Development' textbooks. However, the book has not touched upon read more
The textbook covers several important areas that are not covered in other 'New Product Development' textbooks. However, the book has not touched upon some of the process issues such as the New Product Development (NPD) process. This is because, in the author's words, the book focuses on the early stages of Product Development. Further traditional New Product textbooks devote almost all space to elaborate the different stages, but that cannot be done here, because of the other important topics that are covered. However, the author can devote some space to acknowledge the existence of the stage-gate or another process model very briefly.
The textbook takes a technology management and development perspective. From that perspective, the content is accurate and error-free. As the author states, the chapters are biased towards the early stages of the New Product Development process. When the New Product Development course is taught in a Marketing class, the textbooks used for that purpose may need some focus on the other stages too (e.g., idea generation/development, concept testing, branding/commercialization, etc.) Having said that, I also acknowledge that there is a chapter devoted to Branding.
Due to inclusion of strong theory to state the concepts, the content presented will not make the textbook obsolete in a short period of time. All concepts are stated with appropriate citations, s the reader is aware of when the research was conducted, and can decide accordingly about their applicability.
The sections are concise and clear with a lot of examples. Usage of jargon is done at level appropriate to a New Product Development course. The textbook prose is well-written and a pleasure to read.
The material in the textbook is internally consistent within the textbook in terms of the frameworks used, and also consistent with the terminology used in the literature in technology management and development.
The material is provided in small sections, that can be helpful to instructors using it in class or pre-class reading. The material has been broken up with appropriate sub-headings for easy reference.
The chapters and the topics within the chapter have a logical arrangement based on how the New Product Development starts and can be understood. The initial presentation of the conceits at the beginning of the chapters, and in the chapters at the beginning of the textbook helps in clear understanding of the basics, ahead of reading more complex material.
The interface is very helpful in that we can either navigate at chapter levels, by reading chapter by chapter, or choose to read it section by section. The charts and images are fine.
As far as I can read, there are no glaring grammar errors. There are typos, though: for example, in the table of contents page, 'Licesning Information'; in section 1.3, " reality.Arora et al. (2008)".
The topic of cultural relevance is not very applicable, except in places where new product teams, customer needs, and branding may be introduced, but since the textbook does not focus much on these topics, this issue not very relevant.
This textbook is a fresh look at the topic of developing New Products and Services since most other textbooks take a very 'Marketing' and/or a Process perspective. The introduction of concepts from economics and the technology focus makes differentiates the textbook from others on the same topic.
This book covers the topic very well. The ideas and principles that are discussed center around Lean thinking. Learn by Doing and deep thinking read more
This book covers the topic very well. The ideas and principles that are discussed center around Lean thinking. Learn by Doing and deep thinking about the process. As an experienced Lean practitioner and thinker, I am very impressed by the material presented in this well written text. One drawback to this text is that it doesn't contain an index or glossary.
The text is very accurate. The content is error-free and unbiased.
This book has very relevant content. The principles and concepts are really timeless. You could apply these ideas across many industries.
The clarity of this book is good. It is easy to read. The context is appropriate. I am slightly biased being a long-time study of the product development process.
This book is very consistent. The framework and terminology is well done throughout the entire text.
The chapters are very modular. The idea of the text is to coordinate with a class structure where each chapter is a section of the course.
The organization and structure are very nice. I think the flow of information is good. The book is very logical and the order is clear and builds upon itself, but not too dependent on the previous chapters.
Some of the books images are slightly hard to read. The text in some graphs are fuzzy. Overall, the images are very simple and easy to read, understand.
There are no grammar errors that I found.
I didn't find any of the content in this book offensive. It is very neutral from a cultural standpoint.
I really liked this book. It is hard to find a book that talks about product development that incorporates Lean thinking principles.
The text has a wonderfully approachable "tone". The author is an instructor so the prose is that of teacher. The layout makes sense. I am read more
The text has a wonderfully approachable "tone". The author is an instructor so the prose is that of teacher. The layout makes sense. I am reviewing this text in regards to what it may offer graduates of our interior design program. The "set up" of Midas vs Hermes is an interesting one. I appreciate the way this theme is woven throughout the text.
The book reads as a good combination of textbook and professional reference text. It is up to date and relevant.. G. Lawrence Sanders references current trends in business: technology, interpersonal and struggle to paint a story of the responsibility the entrepreneur faces in this time frame.
Given the subject matter, I think the book is the appropriate length. There are places where redundancy happens - particularly in chapters 10 and 11. This could be talked about in the narrative of the book. Suggestion: more self reflection questions! The ones I answered were great and got me engaged!
The dialogue throughout is the importance of "struggle" which has been a theme from the beginning of business and product development. Using company names such as Apple and others may date the text. I am not so sure this is a problem. The author speaks about Silicon Valley and approaches used to individualize responses to company issues. This may reference an important time in product development even if the hub of technological advances or creativity in that realm moves to a new location.
I appreciate the author's use of a narrative/ myth: Hermes vs Midas. It really helps bring a sense of creativity to the subject. I felt the subject of creativity could have used more influence from disparate sources: more writers, artists and even consumers. Consumers are by and large creative.
this needs help. The online version is "wonky". The subject matter is broken down well and I am especially drawn to Chapters 6 and 7 as relevant to creative development types like Interior Designers who have to compete with carpenters, furniture dealers and builders.
I think it is well developed. Your use of diagrams is helpful. You used the same one on pages 5 and 298. I would suggest that these be in color if possible. Diagrams are helpful. I did not see appendix in chapter list. The case studies in the appendix were great.
I think this references the question above. The online version is not easy to navigate. This is not the fault of the author but rather the website. The appendix is so rich. Reference that throughout the text.
There are places where the "tone" of the author is too familiar, too casual. While it is important considering who is making real change today in 2015, a defaulting to casual discussion is not a good idea.
As mentioned above, the inclusion of topics such as "Silicon Valley" and references to current business successes in a good way to begin. The discussion of monopolistic competition is good as a warning to those entering the field(s) as the CURRENT situation. the fact that Etsy.com has become a publicly-held business proves that there are MANY aternatives out there.
I enjoyed reading this book. I will incorporate a few of the chapters into our professional practice courses. Interior Design students will benefit from this creative approach (using archetypes to explain dichotomous positions) to their professional goals. We are always looking for ways to open doors for out students regarding business and entrepreneurship. I think that including a few chapters from this text will allow that to happen. Thank you for this opportunity.
Table of Contents
- Chapter 1: Concepts in the Context of Monopolistic Competition
- Chapter 2: Fundamentals of Product and Price Differentiation
- Chapter 3: Differentiation in Action
- Chapter 4: Dynamic Tension in Versioning and PD Curves
- Chapter 5: Examples of Product Differentiation & Versioning Curves
- Chapter 6: Facilitating Creativity and Innovation
- Chapter 7: Conceptualizing Products/Services Using FAD
- Chapter 8: Strategic Planning and Ten–Ten Planning
- Chapter 9: The Ten–Ten Planning Process: Crafting a Business Story
- Chapter 10: Lock-In and Revenue Growth
- Chapter 11: Valuing the Business
- Chapter 12: Developing a Business Plan
- Chapter 13: Project Management for New Products and Services
- Chapter 14: Re-priming the Business Using Real Options Concepts
- Chapter 15: Wrap-Up
About the Book
Developing New Products and Services by Sanders is an outstanding contribution to market research. The book focuses on the upfront activities and ideas for new product and service development.
A central theme of Developing New Products and Services 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. Students will come away with this notion and how to manifest it as a contributing employee at any company.
A number of powerful concepts and tools are presented so your students can better understand how to facilitate new product development. For example, three templates are featured that facilitate new product and service development. The FAD (features, attributes, and design) template is used to identify the features and attributes that can be used for product and service differentiation. The Ten–Ten planning process contains two templates: an Organizational and Industry Analysis template and the Business Plan Overview template. These two templates coupled with the FAD template can be used to develop a full-blown business plan.
In addition, Developing New Products and Services includes the following topics: entrepreneurship, technology and product life cycles, product and service versioning, product line optimization, creativity, lock-in real options, business valuation, and project management.
Evaluate Developing New Products and Services by Sanders for your marketing courses today.
About the Contributors
G. Lawrence Sanders, PhD, is a professor in the Department of Management Science and Systems in the School of Management at the State University of New York at Buffalo. He was a recipient of the Provost’s Exceptional Scholars Sustained Achievement Award from the University of Buffalo in 2007. He has served as a department chair and the chair of the PhD program in the School of Management. He has published over 50 refereed research papers in a variety of publications such as The Journal of Business, MIS Quarterly, Information Systems Research, the Journal of Management Information Systems, the Journal of Strategic Information Systems, Communications of the ACM, the Journal of Management Systems, and many others. Check out my blog at http://glsanders.wordpress.com/