Developing New Products and Services: Learning, Differentiation and Innovation (Marketing Research Collection) - Softcover

Sanders, Lawrence

Softcover

ISBN 10: 1606492411 ISBN 13: 9781606492413

Verlag: McGraw-Hill Professional, 2011

Inhaltsangabe

This book will focus on the up-front activities required for product and service differentiation, the learning methodologies that contribute to arriving at that differentiation, and the role that technology plays in implementing the process. The book will show how technology factors into such entrepreneurial activities as engaging in business planning and utilizing creativity and innovation, and how creative innovation, in turn, is achieved and enhanced through an understanding of two different modes of learning: 'learning about' and 'learning by doing'. A successful product introduction depends on an efficient supply chain, a strong brand, and the ability of a manufacturer or provider to differentiate it successfully in the marketplace. New Product and Services Development demonstrates how differentiation, this last critical component, can be secured by the strategic use of technology and by engaging in two key learning methodologies.

Über diesen Titel

Über die Autorin bzw. den Autor

Lawrence G. Sanders, Professor in the Department of Management Science and Systems in the School of Management, State University of New York at Buffalo, USA.

Details zur Ausgabe

• Verlag: McGraw-Hill Professional
• Erscheinungsdatum: 2011
• Sprache: Englisch
• ISBN 10: 1606492411
• ISBN 13: 9781606492413
• Einband: Taschenbuch
• Anzahl der Seiten: 340
• Kontakt zum Hersteller: Mare Nostrum Group B.V.; gpsr@mare-nostrum.co.uk; ; Doelen 72; Breda; 4831 GR; Niederlande