Concise yet comprehensive, Product Planning Essentials addresses the complex, interdisciplinary nature of product development and product management. It covers strategic issues that emerge during the product life cycle, including identifying opportunities, idea generation and evaluation, technical development, commercialization, and eventual product dismissal. Special topics include public policy, international issues, and intellectual property. An interesting summary of product development best practices from several companies appears at the end of the book. Instructors, students and practitioners will appreciate the balanced managerial and how-to orientation.

Technical Development

Technical development

The technical development stage represents the point in the product development process at which a tangible new product emerges or where the specifics of a service to be delivered are determined. Although characterized as a single stage, multiple sets of activities are conducted under the technical development umbrella. The technical development stage, therefore, may have various substages related to detailed product design, manufacturing engineering, and market plan development.

The Product Protocol

In most cases, some version of a product protocol (i.e., product definition) is employed to drive all activities in the technical development stage. A product protocol would be constructed for a particular product concept after it has been selected for continued development. Construction of the product protocol may occur at the end of ...

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