Making Innovation Last: Volume 2

Name: Making Innovation Last: Volume 2 | Sustainable Strategies for Long Term Growth
Brand: Palgrave Macmillan
Price: 96.29 EUR
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Sustainable Strategies for Long Term Growth

Hubert Gatignon David Gotteland Christophe Haon(Author)

Palgrave Macmillan (Publisher)

Published on 2. November 2015

XIX, 456 pages

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978-1-137-57264-6 (ISBN)

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Intro
Making Innovation Last: Volume 2
Contents
List of Tables
List of Figures
Foreword
Preface
Part III Organizational Processes for Innovations
7 New Product Teams
7.1 Staffing new product development teams
7.1.1 Types of diversity
7.1.1.1 Functional/background diversity
7.1.1.2 Tenure diversity
7.1.2 Expected benefits from diversity
7.1.2.1 Expertise integration
7.1.2.2 Extended informational network
7.1.2.3 Interfunctional coordination
7.1.3 Side effects of diversity
7.1.3.1 Hindrance to collaboration
7.1.3.2 Decision complexity
7.1.4 Measurement of diversity
7.1.4.1 Basic measures
7.1.4.2 Generalized variance and entropy
7.2 Managing new product development teams
7.2.1 Team leadership
7.2.1.1 Transactional leadership behaviors
7.2.1.2 Transformational leadership behaviors
7.2.1.3 Leader power and influence
7.2.2 Fostering collaborative relations among team members
7.2.2.1 Interpersonal relationships and communications
7.2.2.2 Conflict management
7.2.3 Rewarding team members
7.2.3.1 How to reward team members
7.2.3.2 When to reward team members
Notes
References
8 Getting the Customer Involved
8.1 Customer involvement in the firm's innovation process
8.1.1 What is customer involvement?
8.1.2 What are the general benefits of customer involvement?
8.1.2.1 Does customer involvement lead to higher innovation success?
8.1.2.2 Does customer involvement lead to faster speed to market?
8.1.2.3 How can the firm fully exploit an involved customer's Insights?
8.1.3 What are the costs of customer involvement?
8.2 Customer involvement as a resource
8.2.1 Customers as information providers about their needs
8.2.2 Customers as idea providers
8.2.2.1 What are the antecedents of consumer creativity?
8.2.2.2 What are the antecedents of creative consumption?
8.2.2.2.1 Individual factors
8.2.2.2.2 Environmental factors
8.3 Customer involvement as a worker
8.3.1 What is customer involvement as a worker?
8.3.2 Mass customization of products and services
8.3.2.1 What are the benefits of mass customization?
8.3.2.2 Configuring a self-design system
8.3.2.2.1 Increasing product utility
8.3.2.2.2 Decreasing self-design complexity.
8.3.3 The lead user approach
8.3.3.1 Who are lead users?
8.3.3.1.1 Lead users as innovators.
8.3.3.1.2 From lead users to leading-edge status.
8.3.3.1.3 Lead users and related constructs.
8.3.3.2 What are the benefits of involving lead users in the innovation process?
8.3.3.2.1 Does involving lead users increase product commercial attractiveness?
8.3.3.2.2 Does involving lead users increase product innovativeness?
8.3.3.3 The practical implementation of the lead user method
8.3.3.3.1 Identification of lead users
8.3.3.3.2 Metrics for leading-edge status.
Notes
References
9 Fostering Creativity in the Organization
9.1 Drivers of creativity in the organization
9.1.1 Defining and measuring organizational creativity
9.1.1.1 Creativity as a process
9.1.1.2 Creativity as an outcome
9.1.1.3 Measuring creativity
9.1.2 Theoretical frameworks of organizational creativity
9.1.2.1 The componential theory of organizational creativity
9.1.2.2 The interactionist theory of organizational creativity
9.1.2.3 The multilevel theory of organizational creativity
9.1.2.4 The theory of creativity types
9.1.3 Drivers of organizational creativity
9.1.3.1 Individual drivers of employee creativity
9.1.3.2 Cognitive factors
9.1.3.2.3 Cognitive styles
9.1.3.2.4 Domain-relevant knowledge and skills.
9.1.3.3 Noncognitive factors
9.1.3.3.5 Intrinsic motivation.
9.1.3.3.6 Personality
9.1.3.3.7 Values.
9.1.3.3.8 Moods.
9.1.3.4 Designing the work context to foster creativity
9.1.3.5 Job-level factors
9.1.3.5.1 Leadership style.
9.1.3.5.2 Job complexity.
9.1.3.5.3 Resources.
9.1.3.5.4 Time pressure.
9.1.3.6 Organizational-level factors
9.1.3.6.1 Organizational support for creativity.
9.1.3.6.2 Organizational culture.
9.1.3.6.3 Organizational justice.
9.2 Generating ideas
9.2.1 The freedom approach
9.2.1.1 Brainstorming
9.2.1.1.1 The basic rules of brainstorming.
9.2.1.1.2 How effective is brainstorming?
9.2.1.1.3 How can the effectiveness of group brainstorming be improved?
9.2.1.2 Analogical thinking in the innovation context
9.2.1.2.1 What is analogical thinking?
9.2.1.2.2 How effective is analogical thinking?
9.2.1.2.3 Stimulating analogical thinking.
9.2.2 The structure approach: Ideation templates
9.2.3 Role of visual mental imagery
9.2.4 Evaluating and rewarding the creative task
9.2.4.1 Evaluating the creative task
9.2.4.2 Rewarding the creative task
Notes
References
10 Concept Development
10.1 Evaluating and selecting ideas
10.1.1 Criteria to determine the viability of new product ideas
10.1.2 Estimating the market potential of new product ideas
10.1.2.3 Scoring methods
10.1.2.4 Market-based approaches
10.1.3 Estimating the technical feasibility of new product ideas
10.2 Market definition
10.2.1 Market segmentation
10.2.2 Identification of competing products
10.3 Concept definition and development
10.3.1 Identification of important attributes
10.3.2 Customer market perception and preferences
10.3.3 Concept testing and improvement
Notes
References
Part IV Launching Innovationsin the Market
11 Predicting New Product Acceptance
11.1 Determinants of innovation acceptance
11.1.1 How innovation characteristics influence adoption
11.1.2 How adopter unit characteristics influence adoption
11.1.2.1 Individual consumers
11.1.2.2 Organizational adoption
11.1.2.2.1 Organization characteristics
11.1.2.2.2 Decision maker information-processing characteristics.
11.1.3 How marketing activities influence adoption
11.1.4 How competition among suppliers influences adoption
11.1.5 How competition among firms in adopter marketinfluence adoption
11.1.6 The adoption decision process
11.2 Estimating market acceptance
11.2.1 Intention-based methods and models
11.2.2 Pretest market methods and models
11.2.3 Test market methods and models
11.2.3.1 Test market models using only survey data
11.2.3.1.1 The NEWS model.
11.2.3.1.2 The TRACKER model.
11.2.3.2 Test market models using panel data
References
12 Looking Ahead to New Product Diffusion
12.1 Diffusion: a contagion process
12.1.1 How does the social influence process work?
12.1.2 How to measure WOM or interpersonal communication?
12.1.3 When is social influence most likely to occur and most likely to be effective?
12.1.4 The impact of positive versus negative interpersonal information
12.1.5 The role of reviews (by prior adopters)
12.1.6 The phenomenon of network communities
12.1.7 Can marketers themselves originate effective WOM?
12.2 Other direct and indirect network externalities
12.2.1 Direct network externalities
12.2.2 Indirect network externalities
12.3 Forecasting diffusion
12.3.1 Diffusion and new product sales forecast models
12.3.2 When to use which model?
12.4 Diffusion, market growth, and competitive dynamics
Notes
References
13 Branding New Productsand Services
13.1 Choosing a new brand name
13.1.1 Brand name meaningfulness and connotations
13.1.2 Brand name linguistic characteristics
13.1.3 Alphanumeric names
13.1.4 The complementarity of brand names and brand marks
13.1.5 Brands for the international market
13.2 Brand extension strategy
13.2.1 How are brand extensions received by the market?
13.2.1.1 The impact of brand extension on consumer choice
13.2.1.2 The impact of brand extension on a firm's stock price
13.2.2 Conditions for successful brand extensions
13.2.2.1 Extension similarity and fit
13.2.2.2 Overall evaluation of core brand
13.2.2.3 Relative importance/salience of attributes or benefits
13.2.2.4 Fit and relevancy
13.2.2.5 Fit and expectancy
13.2.3 Sequential repetition of brand extensions
13.3 Co-branding
Notes
References
14 Marketing Launch
14.1 Pricing new products and services
14.1.1 Pricing strategies and tactics
14.1.1.1 Normative pricing strategies
14.1.1.2 Initial price setting
14.1.1.3 Rao's model
14.1.2 Product conditions
14.1.2.1 Product differentiation
14.1.2.2 Frequency of purchase
14.1.2.3 Competition
14.1.3 Demand conditions
14.1.3.1 Price elasticity of demand
14.1.3.2 Heterogeneity in willingness to pay
14.1.3.3 Diffusion effects
14.1.4 Cost and production conditions
14.1.4.1 Costs
14.1.4.2 Experience/learning curve effects
14.1.4.3 Utilization of production capacity
14.1.4.4 Product development capability
14.2 Initial promotion: preannouncing the innovation
14.2.1 Which firms preannounce innovations?
14.2.1.1 Defining innovation preannouncements
14.2.1.2 Why firms differ in their propensity to preannounce
14.2.1.2.1 Industry-related factors
14.2.1.2.2 Firm-related factors
14.2.2 Whether to preannounce an innovation
14.2.2.1 Preannouncements and new product success
14.2.2.2 Preannouncements and stock market returns
14.2.3 Preannouncing to customers
14.2.3.1 Benefits of preannouncing to customers
14.2.3.2 Risks of preannouncing to customers
14.2.3.2.1 Competitive reactions
14.2.3.2.2 Inability to deliver
14.2.4 Preannouncing to competitors
14.2.4.1 Benefits of preannouncing to competitors
14.2.4.2 Risks of preannouncing to competitors
14.2.5 How to preannounce
14.2.5.1 Timing of the preannouncement
14.2.5.2 Content of the preannouncement
14.3 Initial distribution: routes to market
14.3.1 Benefits and risks of a multichannel approach
14.3.1.1 Benefits of a multichannel approach
14.3.1.2 Risks of a multichannel approach
14.3.1.2.1 Preventing conflict between direct and indirect channels
14.3.1.2.2 Preventing interchannel cannibalization
14.3.2 Determining which channels to employ
14.3.2.1 Determining consumers' preferences for channels
14.3.2.2 Selecting the best distribution structure
14.3.3 Managing salespeople
14.3.3.1 Individual drivers of salespeople's performance in selling an innovation
14.3.3.2 Role of management
14.3.4 International distribution
Notes
References
15 Conclusion and Challenges
15.1 Conclusion
15.2 Challenges and directions for research opportunities
Index

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