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Innovation, Product Development and Commercialization by Dariush Rafinejad

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PRODUCT DEVELOPMENT STRATEGIES

Most causes of failure for a new product, such as unclear product definition, inability to match technology to an application context, lack of compelling differentiation, poor design, or commercialization mistakes, have their roots in misalignment with business or market strategies. The purpose of Chapter 2 therefore is to present a holistic framework of business, market, and technology strategies in product development. The need for integrating these strategies into a winning product strategy will also be discussed. The focus of the strategies presented will be on high-tech products in business-to-business (B-to-B) ...

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