Synopsis "New Products Management (Economia e Discipline Aziendali) (in English)"
Crawford's New Product Management 12e provides the management approach to teaching new products, with the perspective of marketing.Adopters of previous editions will notice that the format is slimmed down to 18 chapters. This streamlined presentation focuses on the topics that will be of most importance andinterest to new product managers. Significant updates can be found throughout, and great pains have been taken to present the "best practices" of industry and relevancy to readers.Past adopters of New Products Management will notice major changes in this edition.While there are some changes in virtually every chapter, some of the most substantialchanges are as follows:1.We have made major additions and updates to the cases to provide more plentifuland more current examples. We retired several cases from the previous edition,wrote many new cases, and thoroughly updated many others. New casesfor this edition include: Oculus Rift, Adidas Parley sustainable running shoes,Google Glass, Indiegogo, Tesla, Chipotle, Chick-fil-A, Corporate Social Responsibilityat Starbucks, and many others. As always, we aim to offer a mix of high techproducts and consumer products and services in the set of cases. 2.In addition, we have substantially updated examples throughout the text whereverpossible.We try to make use of illustrative examples that will resonate withtoday’s students wherever possible. Of course, we welcome the reader’s commentsand suggestions for improvement. 3.There continues to be much new research in new products, and we have tried tostay current on all of these topics. Readers will notice new or expanded coverageof portfolio management, value curve creation, the TRIZ method, crowd-sourcing,crowdfunding,observational research, open innovation, organizational structure,3D modeling, beta testing, sustainable product development, and frugalinnovation,among other topics.4.We continue the practice of referencing Web sites of interest throughout thetext,and we have added the web addresses for several useful YouTube videosand other resources.
