Product Strategy and Management
offers a holistic discussion and explanation of this subject area and shows why it is fundamental to a firm's competitiveness and its ultimate survival. It covers the entire product life cycle from new product development to elimination.
This book is geared to students studying product management/product development at advanced undergraduate, MBA or postgraduate levels. It is also suitable for non-business school programmes - e.g., engineering, who offer elective courses on product strategy. It has also proved to be a useful tool for professionals in their day-to-day management and strategising of products.
This is a book that attempts to set the act of product strategy and new product development in a wider framework of strategic thinking and management theories. It has an easy to access style which makes it a good choice for students meeting such concepts for the first time.
Part I The theoretical foundations
Chapter 1 Competition and product strategy
Chapter 2 The product in theory and practice
Chapter 3 Buyer behaviour
Chapter 4 The product life cycle in theory and practice
Chapter 5 Product portfolios
Part II New product development
Chapter 6 The importance, nature and management of the new product development process
Chapter 7 New product strategy
Chapter 8 Idea management for new product development
Chapter 9 Screening new product ideas
Chapter 10 Concept development and testing
Chapter 11 Business analysis
Chapter 12 Product testing
Part III Product management
Chapter 13 Commercialization: test marketing and launching the new product
Chapter 14 Managing growth
Chapter 15 Managing the mature product
Part IV Product elimination
Chapter 16 Controlling the product line: an overview of the deletion decision
Chapter 17 Reaching the decision to delete a product
Chapter 18 Implementing the deletion decision
Chapter 19 Reprise
