The PDMA Handbook of Innovation and New Product Development

The Product Development and Management Association (PDMA) is a global community of thousands of members whose skills, expertise and experience power the most recognized and respected innovative companies in the world. PDMA's unique triad of members include product development and management practitioners, academics and service providers in a variety of industries and knowledge areas, including new product process, strategy innovation, market research, tools and metrics, organizational issues and portfolio management.

Introduction ix

Section One: Getting Started with New Product Development and Innovation 1

1 New Products: What Separates the Winners from the Losers and What Drives Success 3
Robert G. Cooper

2 An Innovation Management Framework: A Model for Managers Who Want to Grow Their Businesses 45
Paul Mugge and Stephen K. Markham

3 Sustainable Innovations and Sustainable Product Innovations: Definitions, Potential Avenues, and Outlook 59
Rajan Varadarajan

4 Organizational Design for Innovation: Leveraging the Creative Problemsolving Process to Build Internal Innovation Effectiveness 81
Wayne Fisher

5 Repurposing: A Collaborative Innovation Strategy for the Digital Age 103
Bastian Rake and Marvin Hanisch

6 Innovation Governance 121
Rod B. McNaughton

Section Two: New Product Development Process 137

7 Toward Effective Portfolio Management 139
Hans van der Bij and Eelko K.R.E. Huizingh

8 The Politics of Process: The Portfolio Management Framework 155
Stephen K Markham

9 Integrating IP Actions into NPD Processes: Best Practices for Protecting (and Promoting) New Product Innovation 181
Joshua L. Cohen, Esq.

10 Managing the Front End of Innovation (FEI): Going Beyond Process 203
Jelena Spanjol and Lisa Welzenbach

11 Opportunistic New Product Development 227
Floor Blindenbach-Driessen and Jan van den Ende

12 Really New Product Launch Strategies: Prescriptive Advice to Managers from Consumer Research Insights 247
Sven Feurer, Steve Hoeffler, Min Zhao, and Michal Herzenstein

13 Managing the Supply Chain Implications of Launch 267
C. Anthony Di Benedetto and Roger J. Calantone

14 New Product Development in East Asia: Best Practices and Lessons to Be Learned 279
Martin Hemmert

Section Three: User Participation and Value Creation in New Product Development 297

15 Navigating Open Innovation 299
Rebecca J. Slotegraaf and Girish Mallapragada

16 How to Leverage the Right Users at the Right Time Within User-Centric Innovation Processes 315
Andrea Wöhrl, Sophia Korte, Michael Bartl, Volker Bilgram, and Alexander Brem

17 Harnessing Ordinary Users’ Ideas for Innovation 337
Peter R. Magnusson

18 New Product Co-Creation: Key Insights and Success Factors 351
Gregory J. Fisher and Aric Rindfleisch

19 Crowdsourcing and Crowdfunding: Emerging Approaches for New Product Concept Generation and Market Testing 367
Mohammad Hossein Tajvarpour and Devashish Pujari

Section Four: Transformative Forces of New Product Development and Innovation 385

20 Digital Transformation in the Making: Lessons from a Large Energy Company 387
Luigi M. De Luca, Andrea Rossi, Zahir Sumar, and Gabriele Troilo

21 Hybrid Intelligence for Innovation: Augmenting NPD Teams with Artificial Intelligence and Machine Learning 407
Frank T. Piller, Sebastian G. Bouschery, and Vera Blazevic

22 AI for User-Centered New Product Development—From Large-Scale Need Elicitation to Generative Design 425
Tucker J. Marion, Mohsen Moghaddam, Paolo Ciuccarelli, and Lu Wang

23 Re-thinking Design Thinking: The Transformative Role of Design Thinking in New Product Development 445
Marina Candi, Claudio Dell’Era, Stefano Magistretti, K. Scott Swan, and Roberto Verganti

Section Five: Service Innovation 459

24 Innovation When All Products Are Services 461
Anders Gustafsson, Per Kristensson, Gary R. Schirr, and Lars Witell

25 New Product Development by Extending the Business Model 477
Christer Karlsson and Thomas Frandsen

26 How to Build Subscription Business Models 497
Charley Qianlei Chen, William C. Zhou, and Sunny Li Sun

Section Six: Applications in New Product Development 511

27 Obtaining Customer Needs for Product Development 513
Abbie Griffin

28 The Evolving Influence of Customer Needs on Product Development 529
Kristyn Corrigan

29 Choice-based Conjoint Analysis: Reveal Customer Preferences to Increase Product-market Fit 543
Garth V. Brown

30 Creativity Tools for New Product Development 565
Teresa Jurgens-Kowal

31 Forecasting New Products 587
Kenneth B. Kahn

32 A Practical Guide to Facilitating a Design Thinking Workshop 601
Wayne Fisher

Appendix: About the Product Development and Management Association (PDMA) 619

PDMA Glossary of New Product Development Terms 627

Index 661