課程介紹
This course is in new product management, emphasizing the role of products in a firm's ability to achieve competitive advantage. The course provides students with a better understanding of the new-product development and product innovation from the marketing perspective, while also highlighting the inherent risks and different strategies for overcoming them. A combination of lectures and cases is used to help students better understanding the concept of new product management. Students enrolled in this course should be able to (1) Understand the principles of the new product development from idea creation to launch from the marketing perspective, (2) Understand how to determine innovative product concepts for the following product development, and (3) Understand how to determine innovative product concepts for the following product development.
教科書:
Merle Crawford and Anthony Di Benedetto (2015), New Products Management, 11th Edition, McGraw-Hill Irwin.
Mohr, J., Sengupta, S. and Slater, S., 2010, Marketing of High-Technology Products and Innovations, 3rd edition, Prentice-Hall.
Terwiesch, C. and Ulrich, K.T., 2009, Innovation Tournament, Harvard Business Press.
Ulrich, K.T. and Eppinger, S.D., 2007, Product Design and Development, 4rd edition, McGraw-Hill (U&E).
Thomke, S.H., 2007, Managing Product and Service Development: Text and Cases, McGraw-Hill.
Selected journals: Journal of Product Innovation Management, Technovation, Journal of Engineering and Technology Management, IEEE Transactions on Engineering Management, Research- Technology Management, R&D Management, Technology Forecasting and Social Change, Long Range Planning, Harvard Business Review, etc.
教學進度:
Please check the syllabus
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