Now more than ever, a company's success -- indeed its survival --
depends on a firmwide effort to create the best products and bring
them to market quicker than competitors. Going beyond the
traditional focus on design and production exclusively, product
development expert Philip H. Francis provides senior managers with
the methods and tools to orchestrate the entire enterprise for
creating a legacy of product excellence. For the first time,
Francis presents a holistic view of product creation--not just the
core elements of engineering and industrial design, but also
design's interface with manufacturing, the customer's voice and
quality commitments, and the essential functions of technology
management and leadership. From his unique vantage point as a
former professor and researcher as well as a chief technology
officer and director of advanced manufacturing technology, Francis
presents the nine key business functions of new product development
(NPD): manufacturing strategy, IT systems, issues of leadership and
culture, customer satisfaction, quality, operations and
measurement, intellectual property, the management of research and
development, and technology. In immensely readable prose, Francis
devotes a chapter to each function, explaining how managers can
implement and manage each of these nine NPD functions. Francis
enriches his arguments with real-world examples of triumphs and
failures in a variety of industries, from consumer products such as
furniture to business products such as networking software. He
offers hands-on suggestions and strategies for every stage in the
product development process, including "Ideas for Action" sections
containing killer questions that can eliminate a product at any
stage. Special sections of the book elaborate on the steps to take
during key NPD processes. Written for those trained in technology
as well as business-oriented industrial managers, Product Creation
will be timely and necessary reading for CEOs, engineers,
designers, marketing managers, IT officers, as well as anyone
concerned with product development from conception to market.
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