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What customers want : using outcome-driven innovation to create breakthrough products and services / Anthony Ulwick.

By: Ulwick, Anthony W, 1957-.
Publisher: N.Y. : McGraw-Hill, c2005Description: xxxv, 202 p. : ill. ; 24 cm.ISBN: 0071408673 (hbk.).Subject(s): New products -- Planning | Product management | Strategic planningDDC classification: 658.575
Contents:
Acknowledgments. - Introduction: Moving beyond the customer-driven paradigm. - Ch. 1. Formulating the innovation strategy: Who is the target of value creation and how should it be achieved. - Ch. 2. Capturing customer inputs: Silence the "voice of the customer" - let's talk jobs, outcomes, and constraints. - Ch. 3. Identifying opportunities: Discovering where the market is underserved and overserved. - Ch. 4. Segmenting the market: Using outcome-driven segmentation to discover segments of opportunity. - Ch. 5. Targeting opportunities for growth: Deciding where to focus the value creation efforts. - Ch. 6. Positioning current products: Connecting opportunities with valued product features. - Ch. 7. Prioritizing projects in the development pipeline: Separating the winners from the losers. - Ch. 8. Devising breakthrough concepts: Using focused brainstorming and the customer scorecard to create customer value. - Epilogue: Tactical tips for managers. - Glossary. - Bibliography. - Index.
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658.575 ULW (Browse shelf) 1 Available GENxx,GENxx,02,GR 5000077521 Please fill up online form at https://taylorslibrary.taylors.edu.my/services/external_storage1

Acknowledgments. - Introduction: Moving beyond the customer-driven paradigm. - Ch. 1. Formulating the innovation strategy: Who is the target of value creation and how should it be achieved. - Ch. 2. Capturing customer inputs: Silence the "voice of the customer" - let's talk jobs, outcomes, and constraints. - Ch. 3. Identifying opportunities: Discovering where the market is underserved and overserved. - Ch. 4. Segmenting the market: Using outcome-driven segmentation to discover segments of opportunity. - Ch. 5. Targeting opportunities for growth: Deciding where to focus the value creation efforts. - Ch. 6. Positioning current products: Connecting opportunities with valued product features. - Ch. 7. Prioritizing projects in the development pipeline: Separating the winners from the losers. - Ch. 8. Devising breakthrough concepts: Using focused brainstorming and the customer scorecard to create customer value. - Epilogue: Tactical tips for managers. - Glossary. - Bibliography. - Index.