TY  - GEN
AU  - Cagan, Jonathan
AU  - Vogel, Craig M.
TI  - Creating breakthrough products : innovation from product planning to program approval
SN  - 9780139696947
U1  - 745.2068 
PY  - 2022///
CY  - New Jersey
PB  - FT Press
N1  - Contents
Foreword            xv
Preface          xix
Acknowledgments     xxv
Glossary of Acronyms and Terms   xxix
Part I: The Argument     1
Chapter 1. What Drives New Product Development      2
Chapter 2. Moving to the Upper Right           32
Chapter 3. The Upper Right: The Value Quadrant            54
Chapter 4. The Core of a Successful Brand Strategy: Breakthrough Products and Services 84
Part II: The Process     105
Chapter 5. A Comprehensive Approach to User-Centered, Integrated New Product Development 106
Chapter 6. Integrating Disciplines and Managing Diverse Teams     138
Chapter 7. Understanding the User's Needs, Wants, and Desires         174
Part III: Further Evidence           213
Chapter 8. Case Studies: The Power of the Upper Right         214
Chapter 9. Automotive Design: Product Differentiation through User-Centered iNPD      254
Epilogue             289
Index        295

ER  -