A Handbook of New Product Development

The fundamental cause of new product failure is a lack of consumer acceptance. This is why a thorough understanding of the New Product Development process together with an understanding of the market is necessary in strategic marketing planning. This book provides an explanation of the steps involved for successfully developing new products and how it is a significant factor for the potential of new product success. The guidelines provided in this book are straightforward and comprehensive. The author draws mainly from his professional experience and shows how this application works in practice. The intent is to help the reader establish proper methods and approaches to new product development. Also, the importance of implementing the stages to assess the viability of new products before launching costs has been incurred.