THE PDMA HANDBOOK

OF NEW PRODUCT

DEVELOPMENT
Third Edition

Kenneth B.

Kahn, Editor

Associate Editors:

Sally

Evans

Kay

Rebecca J. Slotegraaf
Steve Uban

WILEY

JOHN

WILEY &

SONS, INC.

CONTENTS

Introduction

vii

SECTION ONE: PREPARING

New ProductsWhat

Separates the Winners from the Losers

and What Drives Success

Robert G. Cooper
2 An Innovation

Management

Framework: A Model for

Who Want to Grow Their Businesses

Paul

Mugge

Service

and

Stephen

Development

Managers

35

K. Markham

51

Thomas D. Kuczmarski and Rishu Mandolia

Business Model Innovation: Innovation Outside the

Core

68

Heidi M.J. Bertels and Peter A. Koen

5

Open
Rob

Innovation and Successful

van

Venturing

82

Leen and Marcel Lubben

ill

iv

Contents

Success Factors of New Product

Markets

Anna Dubiel and

Holger

SECTION TWO: STARTING

Development for Emerging

100
Ernst

115

Effective Practices in the Front End of Innovation

11 7

Peter A. Koen, Heidi M.J. Bertels, and Elko Kleinschmidt

8

Getting Lightning

to

Strike: Ideation and Concept Creation

135

Christopher W. Miller
9

Portfolio
Scott

10

Management for

J. Edgett

Process

Magellan

167

Deborah A. Mills and Paige

We-ness,
Hyunjung

Siempelkamp

Knowledge Sharing, and

Development

Teams

Lee and

Stephen

K. Markham

Development:

Characteristics and

195

Challenges
Nicholas S.

Performance in New Product

181

12 Virtual Teams in New Product

Lockwood,

Mitzi M.

SECTION THREE: PROGRESSING

13

154

Identifying Significant New Business Opportunities:

The

11

Product Innovation

Montoya,

and Anne P.

Massey

211

Obtaining Customer Needs for Product Development

213

Abbie Griffin
14 User Research for Product Innovation:

Gary

R. Schirr

15 Market

Analytics

244

Brian D. Ottum

16

Forecasting

New Products

Kenneth B. Kahn

265

Qualitative Methods

231

Contents

17 Social Media and New Product

Development

282

Amy Kenly

SECTION FOUR: ACHIEVING

18

295

Developing Intelligent

Products

297

Serge A. Rijsdijk and Erik Jan Hultink

19

Strategies

to

Improve NPD Governance

310

Steven Haines

20

Managing the Supply Chain Implications of Launch

Roger J. Calantone

21

and C.

Post-Launch Product

Anthony

325

Di Benedetto

Management

339

Steven Haines

22

Managing Innovation Paradoxes for Organizational

Ambidexterity

356

Marianne W. Lewis and Constantine

23

Andriopoulos

Understanding the Most Common Types of Intellectual

Property Rights and Applying Them to the Product
Development Process 368
Rel S.

Ambrozy

SECTION FIVE: PDMA RESEARCH

24 Lessons Learned from

Sally

Outstanding Corporate Innovators

Evans

Kay, Douglas Boike, Wayne Fisher,

Mills, Barry J. Novotny,
William M. Riggs

Jankowski,
and

385

Thomas

Deborah A.

Albert

25 The Difference between Goods and Services

A PDMA CPAS Research

Study

Hustad,

Page,

Development:

405

Stephen K. Markham and Thomas Hollmann

26 The

Emergence
Implications for
C.

Anthony

of the Product Innovation

Futher Research

Di Benedetto

416

387
Stan

Discipline

and

vl

Contents

Appendix: About the Product Development and Management

Association

(PDMA)

New Product
Author Index

Subject

Index

427

Development Glossary
477
481

435