Product Development for the Service Sector
Hard Cover
In today's volatile and fast-paced business environment, every
company knows that its ability to create and launch new products
is the key to sustainable growth. The combined effects of
technology advancements, competition and increasingly sophisticated
and demanding customers are increasing the pressure to innovate.
While manufacturers have long recognized the need for effective
product development as a competitive weapon, service industries
- such as banking, insurance, financial, communications, utilities
and retailing - often lack the rigorous, disciplined approach
necessary to pick the right projects and see them successfully
to market.
The result? Nearly 40% of new service offerings fail.
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"A service
organization has two choices in today's combative business
environment: succeed at developing new service products,
or fail as a company."
Dr. Robert G. Cooper and Dr. Scott J. Edgett |
In Product Development for the Service Sector, a comprehensive
approach to product development tailored specifically
for the dynamics and complexities of service industries
is presented, leveraging the internationally recognized
thought leaders, Cooper and Edgett’s extensive
research and consulting experience. As well, the experiences
of companies such as Sprint, Pennsylvania Energy Company,
Marriott, VISA and the Royal Bank of Canada are highlighted.
Nine critical steps for achieving project success are
identified along with a step-by-step approach to developing
a services oriented Stage-Gate® process for your
organization.
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