Trott, Innovation Management and New Product Development, 5

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Edition, Pearson Education Limited 2013
Slide 12.1
Chapter 12

New product development
Trott, Innovation Management and New Product Development, 5
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Edition, Pearson Education Limited 2013
Slide 12.2
Figure 12.1 A variety of perspectives from which to analyse the development of new
products
Trott, Innovation Management and New Product Development, 5
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Edition, Pearson Education Limited 2013
Slide 12.3
Figure 12.1 A variety of perspectives from which to analyse the development of new
products
Trott, Innovation Management and New Product Development, 5
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Edition, Pearson Education Limited 2013
Slide 12.4
Figure 12.2 Main inputs into the decision-making process
Trott, Innovation Management and New Product Development, 5
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Figure 12.3 Ansoff matrix
Source: Adapted from I. Ansoff (1965) Corporate Strategy, Penguin, Harmondsworth; (1968) Toward a Strategy of the Theory of the Firm, McGraw-Hill, New York.
Trott, Innovation Management and New Product Development, 5
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Figure 12.4 New product development strategies
Source: S.C. Johnson and C. Jones (1957) How to organise for new products, Harvard Business Review, MayJune, Vol. 35, 4962.
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Figure 12.5 A product is multi-dimensional
Trott, Innovation Management and New Product Development, 5
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Table 12.1 Different examples of newness
Source: F.A. Johne and P.A. Snelson (1988) The role of marketing specialists in product development, Proceedings of the 21st Annual Conference of the Marketing Education Group,
Huddersfield, Vol. 3, 17691.
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Table 12.2 A new product has different interpretations of new
Trott, Innovation Management and New Product Development, 5
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Figure 12.6 The average new product portfolio
Source: Adapted from A. Griffin (1997) PDMA research on new product development practices: updating trends and benchmarking best practices, Journal of Product Innovation
Management, Vol. 14, 429.
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Figure 12.7 Taubers growth matrix
Source: Tauber, E.M. (1981) Brand franchise extension: new product benefits from existing brand names, Business Horizons, Vol. 24, No. 2, 3641.
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Figure 12.8 Saunders and Jobbers phasing continuity spectrum
Source: Saunders, J. and Jobber, D. (1994) Product replacement: Strategies for simultaneous product deletion and launch, Journal of Product Innovation Management, Vol. 11, No. 5,
43350.
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Figure 12.9 Commonly presented linear NPD model
Trott, Innovation Management and New Product Development, 5
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Figure 12.10 Cash flows and new product development
Trott, Innovation Management and New Product Development, 5
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Table 12.3 The three main streams of research within the NPD literature
Source: S.L. Brown and K.M. Eisenhardt (1995) Product development: past research, present findings and future directions, Academy of Management Review, Vol. 20, No. 2, 34378.
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Table 12.4 Customer roles in NPD
Source: Adapted from Nambisan, S. (2002) Designing virtual customer environments for new product development: Toward a theory, Academy of Management Review, Vol. 27, No. 3,
395.
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Figure 12.11 Over-the-wall model
Trott, Innovation Management and New Product Development, 5
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Figure 12.12 Mike Smiths secret weapon: the salutary tale of How not to design a
swing, or the perils of poor coordination
Source: C. Lorenz (1990) The Design Dimension, Blackwell Publishing Ltd, Oxford.
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Figure 12.13 An activity-stage model
Source: From New Products Management, 5th edn (Crawford, C.M. 1997), The McMcGraw-Hill Companies, Inc.
Trott, Innovation Management and New Product Development, 5
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Figure 12.14 A network model of NPD
Trott, Innovation Management and New Product Development, 5
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Figure 12.15 innocents own form of concept testing
Trott, Innovation Management and New Product Development, 5
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Table 12.5 Simple evaluation checklist
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Slide 12.23
Table 12.6 Smoothies brands (market value and market share)
Source: Mintel Group 2011 Smoothies, UK, 2010, Market share.