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Enhanced descriptions from Syndetics:
Talks about innovation that is suitable for corporate managers.
Includes bibliographical references and index.
The new breed of innovator -- Pragmatic innovation: the new mandate -- The art and science of business -- Identifying today's trends for tomorrow's innovations -- Design for desire: the new product prescription -- The powers of stakeholders: people fueling innovation -- B-to-B innovation: the new frontier of fantasy -- Making decisions for profit: success emerging from chaos -- A process for product innovation -- Creating a blanket of IP to protect your brand from the elements -- To hire consultants or build internally: that is the question -- Epilogue: The powers of innovation: the new economy of opportunity.
Table of contents provided by Syndetics
- 1 The New Breed of Innovator
- 2 Pragmatic Innovation The New Mandate
- 3 The Art and Science of Business
- 4 Identifying Today's Trends for Tomorrow's Innovations
- 5 Design for Desire The New Product Prescription
- 6 The Powers of Stakeholders People Fueling Innovation
- 7 B-to-B Innovation The New Frontier of Fantasy
- 8 Making Decisions for Profit Success Emerging from Chaos
- 9 A Process for Product Innovation
- 10 Creating a Blanket of IP to Protect Your Brand from the Elements
- 11 To Hire Consultants or Build Internally That Is the Question
- Epilogue: The Powers of Innovation The New Economy of Opportunity
Reviews provided by Syndetics
Library Journal ReviewVogel (director, Ctr. for Design Research and Innovation, Univ. of Cincinnatti) and Jonathan Cagan (mechanical engineering, Carnegie Mellon) previously coauthored Creating Breakthrough Products. Here with Peter Boatwright (marketing, Tepper Sch. of Business, Carnegie Mellon), they suggest that we are in an era not of invention but of innovation, oriented toward the changing needs and desires of the consumer. They introduce specific innovators who listened to consumers and motivated their companies to newly meet consumer needs with designs, or redesigns, of products that solve problems, add value, or even help consumers live out their fantasies. Diverse examples include Apple's iPod, OXO's potato peelers, and Swiffer mops. The book suggests how businesses can introduce new thinking and new levels of innovation to their existing organization without bringing in consultants. The lesson of listening to the consumer applies to marketing, customer service, and even engineering. The book is written by experts in industrial design, but it provides an integrated look at all relevant issues. Recommended for industrial and graphic design collections, as well as business collections in large public, academic, or corporate libraries.-Stephen Turner, San Francisco (c) Copyright 2010. Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.
CHOICE ReviewThe authors, academics with expertise in design, engineering, and marketing, contend that design is more than technological problem solving--it is a dynamically unique and all-encompassing process ultimately produces products that consumers can respond to from a multifaceted perspective. In this excellent and readable book, they provide interesting insight into the ways in which contemporary product design not only fulfills a functional purpose but also embraces the emotional and aesthetic needs of today's consumers. From the mundane to the exotic, the authors explore the dynamics of product design as an integral component of a product's market success in companies as diverse as Adidas, Ford Motor Company, and Procter & Gamble. Through examples and brief vignettes they illustrate the behavioral innovation and synergy required to integrate a customer-oriented organizational culture into the artistry of product design, engineering, and marketing. Even those with little more than a precursory interest in the subject will find it difficult not to read this interesting book from cover to cover. ^BSumming Up: Highly recommended. General readers; students, lower-division undergraduate and up; professionals. S. R. Kahn University of Cincinnati
Author notes provided by Syndetics
Craig M. Vogel is a professor in the School of Design and director of the Center for Design Research and Innovation in the college of Design Architecture, Art and Planning at the University of Cincinnati. He has developed an approach to design that integrates teaching and research. He has worked with a variety of companies as a consultant for new product development and strategic planning.
Jonathan Cagan, Ph.D. , P.E., is a professor of mechanical engineering at Carnegie Mellon University. His research, teaching, and extensive consulting focus on product development, strategic planning, and design. He has developed team-based tools and computer-based technologies to improve the process of design conceptualization.
Peter Boatwright, Ph.D. , is associate professor of marketing in the Tepper School of Business at Carnegie Mellon University. His expertise and teaching focus on new product marketing, consumer marketing, and marketing research methods. In his research, Professor Boatwright has developed new statistical methods, as well as additional theories of consumer behavior.
The authors have worked with a variety of companies, including, Procter & Gamble, International Truck and Engine, Respironics, Alcoa, Kennametal, New Balance, Kraft Foods, Motorola, Lubrizol, Ford, General Motors, Whirlpool, RedZone Robotics, DesignAdvance Systems, and Exxon Chemical.
Professors Cagan and Vogel are coauthors of the book Creating Breakthrough Products, which is a detailed approach to navigating the fuzzy front end of product development.
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