Why Smart Companies Do Dumb Things: Avoiding Eight Common Mistakes in New Product Development
| Author | : | |
| Rating | : | 4.80 (695 Votes) |
| Asin | : | 1591025680 |
| Format Type | : | paperback |
| Number of Pages | : | 357 Pages |
| Publish Date | : | 2015-08-09 |
| Language | : | English |
DESCRIPTION:
Among the problems Hodock points to are breakdowns in the marketing research process, marketing dishonesty, lack of real-world preparation among newly graduated MBAs, CEOs under pressure to deliver unrealistic earning targets, clueless boards of directors, and the general absence of accountability. Poor management decisions and lack of marketplace savvy often undermine even huge research efforts. More than 90 percent of innovation initiatives fail to achieve their return-on-investment targets. Can America continue to be a formidable global competitor with this kind of failure rate?Taking a case history approach, this book examines eight typical innovation blunders that continually doom new product development. Hodock’s incisive analysis and illuminating new approaches to successful development and marketing are must reading for students of business, seasoned corporate executives, and anyone interested in the future of American business.. He shows how even modest improvements in the innovation process can double the bottom line for any company while making their shareholders more prosperous and happier. After analyzing each problem, Hodock emphasizes the lesson learned and concludes with a list of best practices for successful innovation. From misjudging the mark
. He has previously published for the American Marketing Association, McGraw-Hill, and the Advertising Research Foundation. He is the former chairman of the board of the American Marketing Association, the world’s largest professional marketing society. He is also on the board of directors for NuVim, Inc. Hodock (Skillman, NJ) is professor of marketing at Berkeley College, Garret Mountain and Middlesex Campuses, an adjunct profess
Any company can improve its new product marketing and financial success batting average by adopting these principles."--Peter Klein, recent Sr. VP for Strategy & Development, Gillette Company; founder of PK Associates"Why is what is obvious ignored so frequently? Find out in this book that case by case takes you through the highs and lows and even the in-betweens of innovation as an engine of company growth and shareholder prosperity."--James Figura, Vice President, Consumer Insights, Colgate Palmolive"Useful information for every customer and business leader. Real-life case histories reveal why innovations fail and firmly establishes the importance of integrity." --Doug Scott, CEO and President, Platinum Television Group, New Line Media Solutions . "This book rocks with practical and perceptive candor, and down-to-earth advice
"Learn What Not to Do" according to Daniel W. Hays. The sub-title of this surprisingly readable book is: "Avoiding Eight Common Mistakes in New Product Development - Lessons Learned from Innovation Blunders." It's the sort of title and sub-title one expects from trendy or failed businessmen. In this case, it is the title selected by a genuine expert. Former chairman of the board of the American Marketing Association, Hodock teaches business and marketing at a rather long string of colleges and universities throughout the country.In other words, he knows what he's talking about.The premise of the book is simpl. "Funny and Insightful" according to Kathy M. Mills. Many business books are a bit on the dry side, but not this one. It has a marvelous sense of humor on an important topic product innovation. The energetic and humorous style builds a strong bond between the reader and content. You'll stay engaged with this book from the first to the last chapter.One example of this is what the book refers to as Marketing Alzheimer's or Marketing Amnesia. Companies keep making the same product mistakes. There is no historical perspective. They simply go out and make the same mistakes again, victims of history lessons forgotte. Uses a case history approach to consider eight typical innovation blunders WHY SMART COMPANIES DO DUMB THINGS: AVOIDING EIGHT COMMON MISTAKES IN NEW PRODUCT DEVELOPMENT: LESSONS LEARNED FROM INNOVATION BLUNDERS uses a case history approach to consider eight typical innovation blunders that doom new product development. From misinterpreting market needs and timing to overbearing marketing strategies, these snafus are analyzed for their business lessons and provide essential tips on what makes for successful development and marketing. Essential for all business libraries and many a general-interest public library collection.Diane C.