Handbook of Research on New Product Development

Contents:

PART I Introduction and Overview
1. New Product Development Research: Consolidating the Present and Guiding the Future
Peter N. Golder and Debanjan Mitra

PART II Idea Generation
2. Taming the Creative Spark: Insights from research on creativity in new product development
Drew Boyd and Jacob Goldenberg

3. The What, Who and How of Innovation Generation
Elio Keko, Gert Jan Prevo and Stefan Stremersch

4. Customer-Driven Innovation: A Conceptual Typology, Review of Theoretical Perspectives, and Future Research Directions
Gregory J. Fisher and Eric (Er) Fang

5. The Paradigm Shift from Producer to Consumer Innovation: Implications for Consumer Research
C. Page Moreau, Nikolaus Franke and Eric von Hippel

6. Institutionalizing an Innovation Function: Moving Beyond the Champion
Gina Colarelli O'Connor

PART III Market Analysis
7. Digital Multisided Platforms: An Innovation Research Agenda
Raji Srinivasan and Nandini Ramani

8. Innovation in China and India
Eden Yin and Jaideep C. Prabhu

PART IV Product Design and Development
9. The State of New Product Design and Forecasting Research: Recent Developments and Future Directions
Natasha Zhang Foutz and Vithala R. Rao

10. Strategic Use of Product Enhancements: Upgrades, Add-ons, Extras, and Accessories
Steven M. Shugan

11. Sustainable New Product Development
Ebru Genc and C. Anthony Di Benedetto

12. Open Innovation in the Brand Management Context
Roger J. Calantone and Hang T. Nguyen

PART V Commercialization
13. Global Product Launch: A Perspective on Past, Present and Future Research
David A. Griffith and Goksel Yalcinkaya

PART VI Market Outcomes
14. A Summary and Review of New Product Diffusion Models and Key Findings
Deepa Chandrasekaran and Gerard J. Tellis

15. Word-of-Mouth Processes in Marketing New Products: Recent Research and Future Opportunities
Andrew M. Baker and Naveen Donthu

16. Firm Innovation and the Stock Market
Simone Wies and Christine Moorman

17. A Review of Crowdfunding Research and Findings
Venkat Kuppuswamy and Barry L. Bayus

18. Antecedents, Consequences, and the Mediating Role of Innovation: Empirical Generalizations
Leslie H. Vincent, Sundar G. Bharadwaj and Goutam Challagalla

19. Best Practices and Success Drivers in New Product Development
Robert G. Cooper

Index

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• Inovação empresarial
• Pesquisa de mercado
• Obras de referência

New product development; innovation; creativity; product design; diffusion; product launch