Innovation, Product Development and Commercialization: Case Studies and Key Practices for Market Leadership

To succeed in the 21st century, firms must integrate their business, market, technology and resource strategies into a holistic product approach, and match technological innovation to market opportunities. Unlike other books on product development that limit their scope to the product development process, Innovation, Product Development and Commercialization takes a unique holistic approach and examines the diverse issues that managers face to channel resources in the right direction for global commercial success. The book explores innovation, new product development and commercialization decisions within an integrated framework of business, market, technology, and resource strategy. It also includes guidance on matching technology innovation to market opportunities, and details commercialization of innovation and new products and continuous improvement of existing products. Innovation, Product Development and Commercialization probes not only into the critical issues of innovation and product development, but also organizational leadership and management, and the impact of organizational structures and business processes in product leadership. This comprehensive book presents the details and nuances of a flexible product development process including best practices in R&D, product and process engineering, marketing, and commercialization. It also covers the topic of technology and product portfolio planning, which is critical to proper prioritization of opportunities and investment strategies. This book is an important read for executives at the strategic level and a valuable desk reference for project managers, engineering managers, quality managers, product and marketing managers, design and process engineers, industrial engineers, manufacturing engineers, value engineers, mechanical engineers, systems engineers and others engaged in product development, innovation and commercialization.