CONTENTS PART 1 Overview and Opportunity Identification/Selection3 1 The Strategic Elements of Product Development5 2 The New Products Process 26 3 Opportunity Identification and Selection: Strategic Planning for New Products60 PART 2 Concept Generation93 4 Creativity and the Product Concept 95 5 Finding and Solving Customers' Problems125 6 Analytical Attribute Approaches: Introduction and Perceptual Mapping 150 7 Analytical Attribute Approaches: Trade-Off Analysis and Qualitative Techniques167 PART 3 Concept/Project Evaluation187 8 The Concept Evaluation System189 9 Concept Testing 209 10 The Full Screen237 11 Sales Forecasting and Financial Analysis255 12 Product Protocol 283 PART 4 Development307 13 Design311 14 Development Team Management338 15 Product Use Testing 368 PART 5 Launch391 16 Strategic Launch Planning 394 17 Implementation of the Strategic Plan 429 18 Market Testing 452 19 Launch Management482 20 Public Policy Issues505 APPENDIXES A Sources of Ideas Already Generated 532 Other Techniques of Concept Generation539 C The Marketing Plan549 D Guidelines for Evaluating a New Products Program 555 INDEX 559