创造突破性产品:从产品策略到项目定案的创新(英文版)

.style vs. technology: a brief history of the evolution
of style and technology in the 19th and 20th centuries
in the beginning 36
the growth of consumer culture
the introduction of style to mass production
post world war ii growth of the
middle class and the height of mass marketing
the rise of consumer awareness and the end of mass marketing
the era of customer value, mass
customization, and the global economy
positioning map: style vs. technology
lower left: low use of style and technology
lower right: low use of style, high use of technology
upper left: high use of style, low use of technology
upper right: high use of style and technology
positioning map of oxo goodgrips
positioning map of motorola talkabout
positioning map of crown wave
positioning map of starbucks
knockoffs and rip-offs
revolutionary vs. evolutionary product development
summary points
references
chapter three the upper right: the value quadrant
the sheer cliff of value--the third dimension
the shift in the concept of value in products and services
qualities and a customer's value system: cost vs. value
value opportunities
emotion
aesthetics
product identity
impact
ergonomics
core technology
quality
value opportunity charts and analysis
voa of oxo goodgrips
voa of motorola talkabout
voa of crown wave
voa of starbucks
the time and place for value opportunities
vos and product goals
the upper right for industrial products
summary points
references
chapter four the core of a successful brand strategy:breakthrough products and services
brand strategy and product strategy
corporate commitment to product and brand
corporate values and customer values
managing product brand
building an identity
company identity vs. product identity
building brand vs. maintaining brand
starting from scratch: iomega
maintaining an established identity: harley
brand and the value opportunities
summary points
references
part two the process
chapter five a comprehensive approach to user-centered,integrated new product development
clarifying the fuzzy front end of new product development
a new way of thinking
inpd is only part of the process
user-centered inpd process
resource allocation
allocating the time resource: scheduling
allocating the cost resource: financing
allocating the human resource: team selection
summary points
references
chapter six integrating disciplines and managing diverse teams ..
user-centered inpd facilitates customer value
understanding perceptual gaps
team functionality
team collaboration
negotiation in the design process
team performance
part differentiation matrix
team conflict and the pdm
pdm and the role of core disciplines
issues in team management: team empowerment
understand the corporate mission
serve as a catalyst and filter
be unbiased
empower and support the team
let the team become the experts
recognize the personality and needs of the team
use of an interests-based management approach
visionaries and champions
summary: the empowered team
inpd team integration effectiveness
summary points
references
chapter seven understanding the user's needs, wants, and desires
overview: usability and desirability
an integrated approach to a user-driven process
scenario development (part i)
new product ethnography
using ethnography to understand customers at polaroid
lifestyle reference
ergonomics: interaction, task analysis, and anthropometrics
interaction
task analysis
anthropometrics
scenario development (part ii)
broadening the focus
other stakeholders
identifying users in non-consumer
products: designing parts within products
product definition
visualizing ideas and concepts early and often
summary points
references
research acknowledgements
part three further evidence
chapter eight case studies: the power of the upper right
overview of case studies
baseball moving to the upper right
black & decker snakelighttm
marathon carpet cleaner designed by herbst lazar bell (hlb)
dynamyte augmentative communicator by
dynavox systems and daedalus excel product development
service industry: ups moves beyond the package delivery industry
herman miller aeron chair
apple imac
freeplay radio
summary points
references
chapter nine automotive design: product differentiation through user-centered inpd
the dynamic set factors of the auto industry
the design process and complexities
breaking down the process
door system
rear wiper system for lincoln navigator/ford expedition
positioning: move to the upper right
the move of the suvs
the retro craze
positioning: segmentation through
ethnography for compact truck segmentation
positioning: after-market products for trucks --a case study of inpd at carnegie mellon university
sidewinder: side worktable
masterrack: reconfigurable rail storage
nofuss: camping storage system with rail guide technology
implications of user-centered inpd on the auto industry
summary points
references
research acknowledgments
epilogue
future trends
have faith in the leap
references
index
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