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Record Nr. |
UNINA9910461494603321 |
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Autore |
Sanders G. Lawrence |
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Titolo |
Developing new products and services [[electronic resource] ] : learning, differentiation, and innovation / / G. Lawrence Sanders ; with contributions by Ron Huefner ... [et al.] |
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Pubbl/distr/stampa |
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[New York, N.Y.] (222 East 46th Street, New York, NY 10017), : Business Expert Press, c2012 |
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ISBN |
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1-78268-070-5 |
1-283-89286-3 |
1-60649-242-X |
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Edizione |
[1st ed.] |
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Descrizione fisica |
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1 online resource (363 p.) |
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Collana |
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Marketing research collection |
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Altri autori (Persone) |
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Disciplina |
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Soggetti |
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New products |
Product differentiation |
Electronic books. |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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"For PowerPoint slides and other supplemental materials that accompany this book, please visit www.glsanders.wordpress.com." |
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Nota di bibliografia |
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Includes bibliographical references (p. 327-335) and index. |
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Nota di contenuto |
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Preface -- Acknowledgments -- 1. Understanding entrepreneurship, diffusion, and R&D in the context of monopolistic competition -- 2. Fundamental concepts of product and price differentiation -- 3. Differentiation in action -- 4. The role of dynamic tension in constructing versioning and product differentiation curves -- 5. Examples of product differentiation and versioning curves -- 6. Facilitating creativity and innovation -- 7. Conceptualizing products and services using the FAD template -- 8. Strategic planning approaches for product differentiation and innovation -- 9. The ten-ten planning process: crafting a business story -- 10. Lock-in and revenue growth -- 11. Valuing the business -- 12. Developing a business plan -- 13. Project management for new product and services development -- 14. Re-priming the business using real options concepts -- 15. Wrap-up -- Notes -- References -- Index. |
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Sommario/riassunto |
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The focus of the book is on the up-front activities and ideas for new product and service development. A central theme of this book is that there is, or should be, a constant struggle going on in every |
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