Overview

Full Product Details

Author:   Peter N. Golder ,  Debanjan Mitra
Publisher:   Edward Elgar Publishing Ltd
Imprint:   Edward Elgar Publishing Ltd
Dimensions:   Width: 16.90cm , Height: 3.10cm , Length: 24.40cm
Weight:   0.982kg
ISBN:  

9781784718145

ISBN 10:   1784718149
Pages:   480
Publication Date:   23 February 2018
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

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

Reviews

`This book does an excellent job of summarizing what is known, and importantly what needs to be known, about new product development. Covering topics ranging from idea generation to predicting market-place performance, it is a valuable resource for anyone who wants to be current in this area.' -- Donald Lehmann, Columbia University, US

`Peter Drucker said Business has only two functions - marketing and innovation. Imagine a collection of the latest thinking on the intersection of those two functions, leading to effective new product development. Golder and Mitra have produced such a collection, with contributions by just the right authors on just the right topics. Researchers should consult this Handbook when choosing research topics. Educators should consult this Handbook for material to share with their students. And managers should consult this Handbook so they can apply the latest thinking to their innovation efforts. An instant classic!' -- Gary L. Lilien, Penn State University, US `This book does an excellent job of summarizing what is known, and importantly what needs to be known, about new product development. Covering topics ranging from idea generation to predicting market-place performance, it is a valuable resource for anyone who wants to be current in this area.' -- Donald Lehmann, Columbia University, US

Author Information

Edited by Peter N. Golder, Professor of Marketing, Tuck School of Business, Dartmouth College and Debanjan Mitra, Professor of Marketing and Voya Financial Chair, University of Connecticut School of Business, US

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