Innovation Product Development and Commercialization : Case Studies and Key Practices for Market Leadership

With a focus on business-to-business high-tech products and markets, Rafinejad (Stanford U. Alliance for Innovative Manufacturing) presents a holistic framework for new product development and commercialization that is based on a systematic view of the environment and considers factors of strategy, marketing, the development process, and organizational leadership that contribute to product leadership and sustained profitability. Also discussed are a flexible product development process and guidelines for a customer value-centered engineering practice, and managerial best practices and tools that maximize effectiveness in a firm. Development of new software products or those with embedded software is emphasized, including management challenges, marketing, research and development, product and process engineering, commercialization, and product portfolios. Case studies are integrated. The book is aimed at students and executives and managers of large and small companies. Annotation ©2007 Book News, Inc., Portland, OR (booknews.com)

To succeed in the 21st century, firms must integrate their business, market, technology and resource strategies into a holistic product approach, and match technological innovation to market opportunities. Unlike other books on product development that limit their scope to the product development process, Innovation, Product Development and Commercialization takes a unique holistic approach and examines the diverse issues that managers face to channel resources in the right direction for global commercial success. The book explores innovation, new product development and commercialization decisions within an integrated framework of business, market, technology, and resource strategy. It also includes guidance on matching technology innovation to market opportunities, and details commercialization of innovation and new products and continuous improvement of existing products.