New Product Forecasting: An Applied Approach

Front Cover
M.E. Sharpe, 2006 - Business & Economics - 157 pages
Concise and jargon free, this is a one-step primer on the tools and techniques of forecasting new product development. Equally useful for students and professionals, the book is generously illustrated, and features numerous current real-world industry cases and examples. Part I covers the basic foundations and processes of new product forecasting, and links forecasting to the broader processes of new product development and sales and operations planning. Part II includes detailed, step-by-step techniques of new product forecasting, from judgmental techniques to regression analysis. Each chapter in this section begins with the most basic techniques, then progresses to more advanced levels. Part III addresses managerial considerations of new product forecasting, including postlaunch issues such as cannibalization and supercession. The final chapter presents an important set of industry best practices and benchmarks.
 

What people are saying - Write a review

We haven't found any reviews in the usual places.

Contents

Quality Function Deployment
77
The Kano Model
82
Key Concepts
83
Discussion Questions
84
Time Series Techniques for New Product Forecasting
85
LooksLike Analysis Analogous Forecasting
86
Diffusion Modeling
90
Composite Curve Approach
95

New Product Development and New Product Forecasting Process and Structure
19
The New Product Development Process
20
Using Teams to Structure New Product Development
21
The New Product Forecasting Process
25
Assumptions Management
32
SOP and New Product Forecasting
33
Key Concepts
34
Discussion Questions
35
New Product Forecasting Techniques
37
Judgmental New Product Forecasting Techniques Jury of Executive Opinion
39
Scenario Analysis
41
Delphi Method
42
AssumptionsBased Modeling
44
Using AssumptionsBased Models to Identify Critical Assumptions and Examine Risk
54
Decision Trees
57
Discussion Questions
67
CustomerMarket Research Techniques for New Product Forecasting Concept Testing
68
Product Use Testing
70
Market Testing
71
Conjoint Analysis
72
Discussion Questions
96
Regression Analysis for New Product Forecasting Correlation
98
Regression Analyses
99
Final Comments on Regression Analyses
110
Discussion Questions
111
Managerial Considerations for Applied New Product Forecasting
113
Special Topics in New Product Forecasting Understanding the Launch Phenomenon
115
The Launch Cycle
119
Launch Control Protocol
120
Launch Tracking and the Launch Scorecard
122
Special New Product Forecasting Issues
123
Discussion Questions
128
New Product Forecasting Benchmarks Review of Literature on New Product Forecasting Practices
129
New Product Forecasting Benchmarks
131
Final Observations
145
Implications for Your Companys New Product Forecasting Process
147
Discussion Questions
148
References
149
Index
153
Copyright

Other editions - View all

Common terms and phrases

Popular passages

Page 1 - The beginning of knowledge is the discovery of something we do not understand.

Bibliographic information