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V47 Ch20 New Market Offerings Ralph Woo Tanco Visual

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V47 Ch20 New Market Offerings Ralph Woo Tanco Visual

  1. 1. INTRODUCING NEW MARKET OFFERINGS Ralph W. Tanco Ateneo Graduate School of Business Top 10 Concepts VISUAL VERSION
  2. 2. Outline: New Market Offerings: <ul><li>Ways of introducing New Products </li></ul><ul><li>Challenges in New-Product Development </li></ul><ul><li>Most important success factor. (What?) </li></ul><ul><li>Reasons for New Product Failure </li></ul><ul><li>Organizational arrangements for product development </li></ul>
  3. 3. Outline: New Market Offerings <ul><li>Budgeting for a new product development </li></ul><ul><li>Organizing New-Product Development </li></ul><ul><li>Managing the development process </li></ul><ul><li>Consumer Adoption </li></ul><ul><li>Characteristics of innovation </li></ul>
  4. 4. 8 Steps in organizing new product development <ul><li>Idea Generation </li></ul><ul><li>Idea Screening </li></ul><ul><li>Concept development and testing </li></ul><ul><li>Marketing strategy development </li></ul><ul><li>Business analysis </li></ul>
  5. 5. 8 Steps in organizing new product development <ul><li>Product development </li></ul><ul><li>Market testing </li></ul><ul><li>Commercialization </li></ul>
  6. 6. A unique and superior product
  7. 7. A unique and superior product Idea generation
  8. 8. A unique and superior product Idea generation Idea screening
  9. 9. A unique and superior product Idea generation Idea screening Concept Development
  10. 10. A unique and superior product Idea generation Idea screening Concept Development
  11. 11. A unique and superior product Idea generation Idea screening Concept Development
  12. 12. A unique and superior product Idea generation Idea screening Concept Development
  13. 13. A unique and superior product Idea generation Idea screening Concept Development
  14. 14. A unique and superior product Idea generation Concept Development
  15. 15. A unique and superior product Idea generation Concept Development
  16. 16. A unique and superior product Idea generation

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