TY  - BOOK
AU  - Sanders,G.Lawrence
AU  - Huefner,Ronald J.
TI  - Developing new products and services: learning, differentiation and innovation 
T2  - The marketing research collection
SN  - 9781606492413
U1  - 658.575 22
PY  - 2011///
CY  - New York
PB  - Business Expert Press
KW  - New products
KW  - Management
KW  - BUEsh
KW  - Marketing
KW  - Product differentiation
KW  - Creative ability in business
KW  - Decision making
KW  - GGEN
KW  - BUSADM
KW  - March2018
N1  - Includes bibliographical references and index
N2  - Annotation; This book will focus on the up-front activities required for product and service differentiation, the learning methodologies that contribute to arriving at that differentiation, and the role that technology plays in implementing the process. The book will show how technology factors into such entrepreneurial activities as engaging in business planning and utilizing creativity and innovation, and how creative innovation, in turn, is achieved and enhanced through an understanding of two different modes of learning: "learning about" and "learning by doing". A successful product introduction depends on an efficient supply chain, a strong brand, and the ability of a manufacturer or provider to differentiate it successfully in the marketplace. New Product and Services Development demonstrates how differentiation, this last critical component, can be secured by the strategic use of technology and by engaging in two key learning methodologies
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ER  -