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Excerpts

Contents

Prologue: How Planned Innovation Was Developed and Where It Has Been Used

1. What This Book Is All About

Example 1: What We Mean By a High Rate of Success
Example 2: Achieving Accelerated, Sustained Growth
Example 3: Growth Through Improvements in Existing Products
Example 4: Providing Guidance to R&D
Would Planned Innovation Have Value to Your Firm ?

2. What Is Planned Innovation?

3. The Planned Innovation System

Element One: A Disciplined Scientific Reasoning Process
Element Two: Lasting Marketing Orientation
Element Three: Proper Selection Criteria
Element Four: Using Scientific Reasoning to Determine Requirements Before Making Major Expenditures
Element Five: Ensure Multifunctional Involvement

4. Establishing a Disciplined Scientific Reasoning Process for New Product Innovation

5. The Model of Requirements for Successful Innovation

Model for Identifying Economic and Emotive Value
Four Questions to Address in Each Segment of Focus
Opportunity Selection Criteria Become the Optimizing Function

6. Forming a Lasting Market Orientation

Definition of Business Orientations
Blue Jeans -- a Universal Example
Functional Product-Market Definition
Definition of "Product"
Definition of "Functional Need"
Definition of "Customer"
Definition of "Geography"
Marketing Strategy, Mix, and Plan
Examples of Functional Product-Market Definitions for Blue Jeans
Changing to a Market Orientation

7. The Value of Opportunity Selection Criteria

Selection versus Screening Criteria
Selection Criteria Can Also Be Used for Screening
Issues Involved in Opportunity Selection Process
Importance of Integrating Strategy and Tactics
Matching Resources to Opportunities
Success Must Be Tactical and Strategic

8. Obtaining Proper Inputs to Opportunity Selection Criteria

Mission Statements Guide New Product Innovation
Statement of Financial Goals Needed
The Role of Functional Objectives
Defining Capabilities, Strengths, and Weaknesses
Competitive Opening and Advantage
External Trends
The Mental Work Required Is Well Worth the Effort

9. The Power of Scientific Thought Process in New Product Opportunity Analysis

The Technique of Strong Inferenc
The Benefit of Hypotheses of Cause-Effect
Scientifically Based Opportunity Analysis Can Be Valuable at Any Stage of New Product Development

10. Opportunity Analysis: Initial Assessment Phase

First, Define the Opportunity
Second, Verify that Opportunity Meets Selection Criteria and Establish Priority
Third, Identify Critical Issues
Fourth, Formulate Hypotheses Based on Critical Issues
Fifth, Determine What Information Would Provide the
Most Decisive Test of Hypotheses
Sixth, Go for the Jugular in Obtaining Information
What Should Be Accomplished in the Initial Assessment Phase

11. Opportunity Analysis: Range of Requirements Phase

Testing Hypotheses Regarding Range of Requirements
Sample Size Required
Need for a Carefully Structured Questionnaire
Analysis of Competition
What Should Be Accomplished in the Range of Requirements Phase

12. Opportunity Analysis: Quantitative Confirmation of Market Potential Phase

Design of a Stratified Random Sample
What Should Be Accomplished in the Quantitative Confirmation Phase

13. Application of Opportunity Analysis to Different Types of Products and Markets

Parallel Activities Are Possible
Determining Requirements for Consumer Products

14. Implementing Planned Innovation to Achieve Multifunctional Involvement

Managerial Support Required
Multifunctional Involvement
Qualification and Training of Analysts
Maintaining the Flow of Ideas
Implementing the Planned Innovation System
The Planned Innovation Board
Recurrent Training

Epilogue: How Planned Innovation Provides Answers to Popular Myths Regarding New Product Innovation

Nine Areas of Requirements for Successful Innovation
Myth 1: The Better Mousetrap
Myth 2: Another Xerox
Myth 3: The Gift of Genius
Myth 4: The Lotto
Myth 5: All You Have to Do Is Ask Your Customer
Myth 6: The Alchemist Stone

Notes