Chapter 11: Developing and Managing New Offerings
Chapter Contents
- 11.1 Defining the “new” in a new product
- 11.2 The New Offering Development Process
- 11.3 Managing New Products: The Product Life Cycle
- 11.4 Innovation Strategy
- 11.5 Designing Products, Services, and Processes with Customers in Mind
SOURCES:
Section 11.1 Defining the “new” in a new product is an edited version of a section of the same title from the chapter ‘Chapter 11. Introducing and managing the product’ from the textbook ‘Introducing Marketing, First Edition, 2011’ authored by John Burnett – this book was published under The Global Text Project, funded by the Jacobs Foundation, Zurich, Switzerland. No changes were made to the most recent edition, except adding learning objectives for section 11.1.
Section 11.2 The New Offering Development Process and Section 11.3 Managing New Products: The Product Life Cycle are edited versions of the chapter ‘Chapter 7: Developing and Managing Offerings’ from the textbook ‘Principles of Marketing,’ authored by University of Minnesota Libraries Publishing edition, 2015 – this book was adapted from a work originally produced in 2010 by a publisher who has requested that it not receive attribution.
Section 11.4 Innovation Strategy is an edited version of chapter ‘Chapter 6: Growth Strategy’ from the textbook ‘Leading Innovation’ by Kerri Shields, Toronto, CA published by eCampusOntario, Copyright Year: 2022. Section 11.5 Designing Products, Services, and Processes with Customers in Mind is an edited version of a chapter of the same title from the textbook ‘Customer Centric Strategy’ by Kerri Shields, Toronto, CA published by eCampusOntario, Copyright Year: 2021.
The following changes were made to the most recent edition: Created new title for Figure 11.4: Idea generation; Created new title for Figure 11.6: Idea Screening; Created new title for Figure 11.7: Process feasibility; Removed Diet Coke Created new title for Figure; Created new title for Figure 11.9: The introductory stage; Created new title for Figure 11.10: The growth stage; Created new title for Figure 11.12: Modifying target markets; Removed Pepsi Figure; Created new title for Figure 11.13: New products in international Markets; Removed McDonalds in California figure; Created new title for Figure 11.14: Technical products; Added learning objectives for sections 11.2 and 11.3.
