The fast path to corporate growth : leveraging knowledge and technologies to new market applications
著者
書誌事項
The fast path to corporate growth : leveraging knowledge and technologies to new market applications
Oxford University Press, 2007
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
Every company can point to a growth strategy. Far fewer, however, systematically implement them; instead, they spend their time on incremental innovations, or rely on acquisitions. Still, organic, internal growth, accomplished through product line renewal and new service development, is essential to the long-term vitality of corporations across all industries. The FASTPATH to Growth takes on the challenge large corporations have in generating internal
innovation-developing new product lines that address new market applications and provide the corporation with new streams of revenue. It integrates the key disciplines-new product strategy, user research, concept development and prototyping, market testing, and business modeling-needed for enterprise growth.
The book illustrates its framework with in-depth examples of companies that have leveraged their core technologies to new markets and new types of uses in order to generate impressive results, including IBM, Honda, and Mars. Many of these examples contain templates that readers can use in their own projects. The book ends by addressing the human side of new market applications, providing advice on what executives and innovation team leaders must do to execute the steps of Meyers framework for
new market applications development. This comprehensive management guide should appeal to practitioners in research and development, new business development strategists, and product managers, along with students in engineering management, innovation management, and corporate strategy courses that
focus on technology industries.
目次
- 1. IBM Rises from the Ashes
- 2. A Framework for Action
- 3. Segmenting Markets for Growth
- 4. Understanding User Needs
- 5. Creating Design Concepts, Prototyping, and Validating Design Choices
- 6. How Honda Innovates
- 7. Product Line and Platform Development
- 8. Hondas Element Comes to Life
- 9. Business Model Innovation
- 10. New Brand and Product Line Development at Mars
- 11. Making the Business Case
- 12. Executive Decision Making
- 13. Leading Teams to Growth
- Appendix: Underlying Technology Principles in IBMs Renewal
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