eTextbook
Creating Breakthrough Products: Revealing the Secrets that Drive Global Innovation, (Second Edition)
ISBN-13: 978-0-13-301142-5 See more
Author(s): Jonathan Cagan; Craig M. Vogel
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For years, Creating Breakthrough Products has offered an indispensable roadmap for uncovering new opportunities, identifying what customers really value, and building products and services that redefine markets -- or create entirely new markets. Now, the authors have thoroughly updated their classic book, adding brand-new chapters on service design and open innovation, plus new insights, best practices, and case studies from both U.S. and global companies. Their new Second Edition presents:
Revolutionary (Apple-style) and evultionary (Disney-style) approaches to innovation: choosing between them, and making either one work
More coverage of Value Opportunity Analysis and ethnography
New case studies ranging from Navistar's latest long-haul truck to P+G's reinvention of Herbal Essences, plus updates to existing cases
Expanded coverage of product innovation in the automotive industry
Additional visual maps and illustrations that make the book more intuitive and accessible
Readers will find new insights into identifying Product Opportunity Gaps that can lead to enormous success; navigating the "Fuzzy Front End" of product development; and leveraging contributions from diverse product teams -- while staying relentlessly focused on their customers' values and lifestyles, from strategy through execution.
