May 1, 2024
Updated May 10, 2025
23 minute read
New Product Development (NPD) is the comprehensive process of bringing an original product concept to market. It encompasses everything from the initial idea spark to the product's launch and beyond, including refining existing products or introducing them to new markets. At its core, NPD combines research, design, and engineering to transform opportunities into tangible or intangible products that meet customer needs and drive business growth. This process applies not only to physical goods like electronics or consumer packaged goods but also to services and software.
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Reading list
We've selected 14 books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
New Product Development.
Provides a comprehensive overview of the product development process, from strategy to launch. It covers all aspects of product development, including market research, product design, and manufacturing.
Discusses the challenges that large companies face when they try to innovate. Christensen argues that large companies are often too slow to adopt new technologies, which can lead to their decline.
Classic work on the marketing of new products. Moore argues that there chasm between early adopters and mainstream customers, and that companies need to develop different marketing strategies for each group.
Practical guide to the lean product development process. Olsen shows how companies can use lean techniques to develop products that customers want, faster and with less risk.
Provides a toolkit for predicting the future. Christensen and Raynor provide a variety of techniques for identifying and evaluating new technologies and business models.
Practical guide to building great products. Cagan argues that companies should focus on building products that solve real customer problems, rather than trying to build the perfect product.
Practical guide to getting customers for your startup. Weinberg and Mares provide a step-by-step process for developing and executing a traction strategy.
Classic work on the lean startup movement. Ries argues that startups should focus on building, measuring, and learning, rather than on planning and perfecting.
Identifies the five key skills that disruptive innovators possess. Christensen, Raynor, and McDonald argue that these skills are essential for companies that want to succeed in the long term.
Provides a practical guide to design thinking. Lockwood shows how companies can use design thinking to develop new products and services that are both innovative and user-friendly.
Provides a behind-the-scenes look at how IDEO, one of the world's leading design firms, develops innovative products. Kelley and Littman share the firm's secrets for generating ideas, prototyping, and testing new products.
Provides a framework for developing value propositions. Osterwalder, Pigneur, Bernarda, and Smith argue that value propositions are essential for creating products and services that customers want.
Provides a framework for developing good strategy. Rumelt argues that good strategy is clear, focused, and aligned with the company's capabilities.
Classic work on the design of everyday products. Norman argues that products should be designed to be easy to use and understand.
For more information about how these books relate to this course, visit:
OpenCourser.com/topic/c4ipze/new
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