[瑪其町好書] 新產品完全開發手冊Product Leadership
【[瑪其町好書] 新產品完全開發手冊Product Leadership 】
一個成功的產品，究是因為廣告宣傳、公關促銷得當，而得以大放異彩，還是本身就具有讓人
愛不釋手的魅力，廣告只是推波助瀾而已？
很多人都說「iPod」不過就是可以播放音樂的隨身碟，很多人也說
「iPod」素白色的造型不符合講究多變、喜好繽紛的消費者習性，但它卻是近年來最成功的消費性商品。
有些人
認為「Lexus」靠得是那一句「專注完美、近乎刻求」的Slogan，以及精確的行銷定位（跟雙B同等級，但實惠的價格），但光是這樣不足以讓
它通過挑剔的消費者的考驗，歡渡來台十周年慶。
當大多數人認為產品能否成功，是取決於別出心裁的廣告創意
、賞心悅目的代言人、氣勢滂薄的產品發表會，源源不絕的促銷活動時，這些「不墜的產品」所憑藉的，還有堅強的產品力。
「新產品完全開發手冊」一書中，闡釋了成功產品的三項基石
[list]
[li]完善的新產品策略[/li]
[li]適
當且充裕的資源[/li]
[li]有效的新產品開發上市流程[/li]
[/list]
要發展出成功的產品，不是只靠
天賦異稟的RD，也不是只靠高瞻遠矚的老闆，而是要在企業內建立起一套能夠「實事求是」地以事實、數據為基礎，能夠「面面俱到」地考量
市場面、技術面、財務面的產品開發流程。特別是在產品生命週期愈來愈短、競爭愈來愈激烈的環境中，誰能夠用最快的速度，把概念、創意
轉換為商品，但又能推出符合市場需求的產品，誰才有資格成為贏家。
大多數具有一定規模的公司，或多或少都
已經有自己一套的新產品開發流程，有些稱作Product Development Process, 有些稱作Innovation Funnel，目的都是為了要能夠以系統化的
方式來將新產品發展的又「快」又「對」又「好」，在成王敗寇的商場上，任誰也不願見到投了大把資源的產品卻乏人問津，或者因為開發速
度太慢而只能「望塵莫及」。
「新產品完全開發手冊」讀起來或許不是那麼輕鬆，但開發一個成功的新產品，又
何嘗不是如此？
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【回覆： [瑪其町好書] 新產品完全開發手冊Product Leadership 】
英文書目
1 Winning Is Everything
New Products
Warfare
The Role of Senior Management
New Products: The Keys to Corporate Prosperity
The Drivers
of Innovation
Warning: It's Not So Easy to Win
What's New about a New Product
An
Introduction to the Game
2 What Separates Winners from Losers: The Critical Success Factors
Learning from
Past Victories and Defeats
The #1 Cornerstone: A Quality New Product Process
Make a High-Quality,
Superb New Product Process a Top Priority
3 The Keys to Victory: Seven New Critical Success Factors
We
Sometimes Miss the Obvious
Back to Basics
The Beginning of a Solution . . .
4 The Stage-
GateTM New Product Process
Stage-GateTM Processes
The Goals of an Overhauled New Product Process
The Structure of the Stage-GateTM Process
The Stage-GateTM Process from Beginning to End
Built-in
Success Factors
Beyond Stage-GateTM: The Third-Generation Stage-Gate Process
Metrics -- How Well Are You
Doing?
Toward an Effective New Product Process
5 Effective Gates and Gatekeeping -- Picking the Winners
Focusing Resources on the Right Projects
Three Approaches to Project Evaluation: A Quick Look
Popularity,
Strengths, and Weaknesses of Project Selection Methods
A Closer Look at Benefit Measurement Approaches
A
Closer Look at Economic Models
Designing the Gates: How Gates Work
A Two-Part Decision at Gates:
Resource Allocation
The Gatekeepers
Making the Gates Work
Ten Ways to Ruin Gate Meetings
6 Managing Your New Product Portfolio
More Than Just Project Selection
Three Goals in Portfolio
Management
Goal #1: Maximizing the Value of the Portfolio
Goal #2: A Balanced Portfolio
Goal
#3: Building Strategy Into the Portfolio
Moving Toward an Integrated Portfolio Management Process
An
Illustration: The Agro Division
The Portfolio Review
In Conclusion: Your Integrated Portfolio Management
Process
7 A New Product Strategy for Your Business: What Markets, Products, and Technologies?
Win the
Battle, Lose the War?
The Importance of a New Product Strategy for Your Business
What Is a New Product
Strategy?
Why Have a New Product Strategy at All?
The Evidence in Support of Strategy
The
#2 Cornerstone of Performance: A Clear and Well- Communicated New Product Strategy for the Business
Strategy
Types: Prospectors, Analyzers, Defenders, Reactors
Winning New Product Strategies and Their Performance Impacts
Developing a New Product Strategy for Your Business: Setting Goals
Defining Target Arenas for Your
Business
Prioritizing: Defining the Spending Splits
Developing Attack Plans
Putting Your New
Product Strategy to Work
Some Final Thoughts on New Product Strategy
8 Taking Action -- An Executive Summary
It's War and Winning Is Everything
Understanding What Separates Winners from Losers
Seven
Additional Keys to Victory
The Stage-GateTM New Product Process -- A Roadmap to Success
Effective
Gates and Gatekeeping -- Picking the Winners
Manage Your New Product Portfolio
Moving from Battle
Plan to War Plan: A New Product Strategy for Your Business
The War Plan and the Battle Plan
Source:http://www.questia.com/library/book/product-leadership-creating-and-launching-superior-new-products-by-robert-g-
cooper.jsp
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