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Record Nr. |
UNINA9910464831803321 |
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Titolo |
Engineering innovative products : a practical experience / / edited by Roger Woods, [and three others] |
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Pubbl/distr/stampa |
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Chichester, England : , : Wiley, , 2014 |
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©2014 |
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ISBN |
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1-118-75769-6 |
1-118-75772-6 |
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Descrizione fisica |
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1 online resource (291 p.) |
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Disciplina |
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Soggetti |
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New products |
Marketing |
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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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references at the end of each chapters and index. |
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Nota di contenuto |
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Cover; Title Page; Copyright; Contents; List of Contributors; Foreword; Preface; List of Abbreviations; Chapter 1 Introduction; 1.1 Introduction; 1.2 Importance of SMEs; 1.3 Inspiring Innovation for Engineers; 1.4 Rationale; 1.5 Focus; 1.6 Processes and Organization of Course; 1.7 Breakdown of Book Material; References; Chapter 2 Idea Generation, Filtering and Development; 2.1 Introduction; 2.2 Timeline; 2.3 Team Structure; 2.3.1 Team-Working Theory; 2.3.2 Team Roles; 2.4 Idea Generation; 2.4.1 Mentor Role; 2.4.2 Role of the Team; 2.4.3 Role of the Individual; 2.4.4 Imitation |
2.5 To Filter or Not2.5.1 Already Exists; 2.5.2 Market Issues; 2.5.3 Technically Too Difficult; 2.5.4 Beyond Expertise; 2.5.5 Difficult to Pitch; 2.5.6 No Potential for Future Development; 2.6 Idea Incubation and Development; 2.7 Conclusions; References; Chapter 3 The Ideal Pitch; 3.1 Introduction; 3.2 Business Pitch; 3.2.1 CONNECT Springboard; 3.2.2 Pitch Outline; 3.3 Case Studies; 3.3.1 MVR; 3.3.2 Nutrifit; 3.3.3 Noctua; 3.4 Pain and Solution; 3.5 Value Proposition and Technology; 3.6 Market and Competition; 3.7 Company Traction and Go-to-Market Strategy; 3.8 Finance |
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3.9 Presentation Process3.10 Conclusions; References; Chapter 4 Creating an Effective Business Plan; 4.1 Introduction; 4.2 Business Plan; 4.2.1 Business Plan Outline; 4.2.2 Executive Summary; 4.3 Company; 4.3.1 Team; 4.3.2 Branding; 4.4 The Business; 4.4.1 Products and Services; 4.4.2 Uniqueness; 4.4.3 Future Products; 4.5 Business Strategy; 4.5.1 Corporate Strategy; 4.5.2 Competitive Edge; 4.5.3 Pricing Strategy; 4.5.4 Sales Strategy; 4.6 Market; 4.6.1 Market Definition; 4.6.2 Key Market Segments; 4.6.3 Market Trends; 4.6.4 Target Market; 4.7 Competition; 4.7.1 Direct Competition |
4.7.2 Indirect Competition4.7.3 How We Compare; 4.8 Market Analysis; 4.8.1 Market Growth; 4.8.2 Position; 4.8.3 Pricing; 4.8.4 Sales Strategy and Projection; 4.8.5 Distribution; 4.8.6 Advertising and Promotion; 4.9 Finances; 4.9.1 Costs; 4.9.2 Breakeven Analysis; 4.9.3 Profit and Loss Accounts; 4.9.4 Balance Sheet; 4.9.5 Performance Ratios; 4.10 Conclusions; References; Chapter 5 Brands that Connect Create Differences that Matter; 5.1 Introduction; 5.2 Why Branding Matters; 5.2.1 The Branding Evolution; 5.2.2 The Dynamics of Trust; 5.3 The Doing Part of Branding; 5.3.1 A Brilliant Idea |
5.3.2 Be Useful5.3.3 Be Credible; 5.3.4 Have a Dominant Proposition; 5.3.5 Brand Check Your Idea; 5.3.6 Belief Systems Influence Behaviour; 5.4 The Secret Sauce: Tell a Great Story; 5.5 World-Beating Attitude; 5.5.1 Who Else is Out There?; 5.5.2 Do Your Homework; 5.6 Name it. Name it Good; 5.6.1 Taglines Can Make Things Simple, Not Dumb; 5.7 Brand Strategy (is Not a Dirty Word); 5.7.1 Make Sense to Your Advocates and Your Customers; 5.7.2 A Word on Industrial/Tech Branding; 5.8 A Coherent Visual Identity; 5.8.1 A Central Visual Image; 5.8.2 But What About My Logo?; 5.8.3 Brand Touchpoints |
5.9 Conclusions |
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Sommario/riassunto |
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"The book provides vital insights into commercial development for engineering students in a highly practical and applied manner. Over the past 3 years, application of the book's material has allowed the students to develop their commercial literacy and ambition in the University."-Steve Orr, Director, Northern Ireland Science Park CONNECT program which looks to accelerate the growth of knowledge-based |
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