Portfolio Management for New Products FROM THE PUBLISHER
I In today's business climate, where speed to market is paramount and there is no margin for error, companies who fail to excel at new products have very little chance of survival. Companies who live and die by their products need better tools for aligning product development to strategy to ensure that resources are deployed efficiently from idea to launch across the full range of products.
In this fully updated and expanded edition of Portfolio Management for New Products, the authors present a rigorous and practical approach to managing a company's product portfolio as you would a financial portfolio -- investing for maximum long-term growth. With its field-tested, step-by-step framework, the book provides managers with new strategies to assess and realign their current R&D operations; determine which products are most worthy of resource allocation; design and implement a portfolio management process; maximize the value of their portfolios; and recognize and solve challenges as they arise. This edition reports on the most current research; offers new insights on gathering and analyzing data; and showcases the practices of product market leaders, including Pfizer, 3M, Caterpillar, Mobil Chemical, and Reckitt-Benckiser.
Having established itself as the most comprehensive and authoritative book on the topic, this new edition ensures that Portfolio Management for New Products will continue to be an essential resource for any company whose profitability, and very existence, relies on the products it chooses to develop and the speed with which it brings them to the market.
FROM THE CRITICS
Booknews
Emphasizing long-term growth, this guide to portfolio management examines the methods used by major companies and explains the principles governing resource allocation for developing projects. Particular attention is given to determining which products are most worthy of resource allocations, creating a balanced portfolio, improving estimates for market forecasts and pricing, and implementing a portfolio management strategy. The authors teach marketing at McMaster University. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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