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George Gruenwald is a consultant to major corporations. He has nearly forty years of hands-on experience specializing in new product development, new business development, and marketing.

This expanded Second Edition of Gruenwald's definitive work is an up-to-date and very comprehensive reference. Qualified by his extensive new product experience with over fifty of the world's largest companies, Gruenwald leads readers through each step critical to the development of successful products.

The valuable advice and numerous examples presented in each chapter will enable you to set up a complete, disciplined program for effective new product development. Every stage of the process is covered--from idea generation to marketplace performance. Many of the author's suggestions would be valuable to the independent innovator, though Gruenwald directs this book primarily to managers of larger businesses. Also, he defines new "products" to include new services.

Topics covered include...

• Identifying and responding to the real needs of consumers
• Methods of corporate organization, goal setting, and planning for new product development
• Winning top management support
• How new ideas are conceived, nurtured, and developed and how to separate the winners from the losers
• Assessing opportunities by analyzing a product's industry, technology, competition, and consumers
• Acquisition of new products
• Testing and researching new concepts and prototypes
• Test marketing
• Major marketing and planning
• Promotion
• Evaluating performance

In addition to the large number of "real world" examples cited throughout the text there are three separate cases that are examined in detail in separate sections. With the cooperation of each company's management, the case histories are: Land O' Lakes Margarine, Gillette Sensor Razor and the Toro Power Snow Shovel.

Some excerpts...

"While it is instructive to sort out the probable cause of new product failure [previous chapter], it's more important to learn from those high-achiever companies with a consistent new product track record. There appear to be common success characteristics. Among them are:

* Large, definable commitment in money and time--demonstrated by management style, priorities, professional organization, support services, caliber of outside consultants and suppliers, etc.

* Open communication of this commitment within the company and the industry, and to shareholders.

* Career progress of those entrepreneurial and conceptual spirits who are encouraged to stray form the routine paths of procedure into the more risky (and possibly more rewarding) world of new product development."

"Another way to circumvent the evolutionary approach is to start thinking outside-in, instead of inside-out. ... Most product development lays out a program in phases from today to tomorrow, with optimization steps along the way. Instead, start with the end result--and build back from that, to arrive at the development program. This shift in point of view allows for greater scope in thinking."

"... As an example, when identical margarines were compared in side-by-side, in-home usage, one bearing a leading margarine brand name and the other with a leading butter brand name, the famous butter branded margarine product won on all counts: color, spendability, taste, frying, etc."

What others say...

"A wonderful testimonial on the secrets--pitfalls and rewards--of new product development by a professional who's been there."
--William Spoor, Former Chairman, President, CEO
The Pillsbury Company

"This book...covers new product development interestingly and exhaustively."
--Linus Pauling
Nobel Prize Winner, 1954 and 1962

"A compendium of shrewd insights into the what's, why's, and how's of new product success--and failure. Gruenwald provides realistic perspectives on what it takes--organizationally and operationally--to develop and bring new products to market."
--Professor Stephen A. Greyser
Graduate School of Business Administration, Harvard University

"A book anyone in business can read with profit and enjoyment."
--Lewis L. Lehr, Former Chairman, CEO
3M Company

"George has been a super new products man throughout his career. Now we can say he 'wrote the book' on the subject."
--Neison Harris, Chairman
Standard Shares, Inc. and Pittway Corporation

Included are numerous illustrations, checklists, tables, graphs, sample agreement forms, bibliography, and index. ~

New Product Development: What Really Works
Our price: $35.95

Catalog# 3528-2