Comprising over a decade of research the fifteen chapters in this book offer a selection of practical microeconomic tools for managing new product development and innovation. An overall theme unites these tools feature-based innovation. By quantifying product features and evaluating the costs and market value of improving each , a simple yet powerful conceptual framework is created. Using this framework creative business models can be built along with innovative products, services and processes that achieve marketplace success. The book addresses the five key questions facing all managers of knowledge-based companies:
- Which new features should be added to existing products?
- Which radically new features should be innovated?
- How can marketing and R&D be integrated?
- How can the value of brand names be estimated and optimized?
· How can the sophistication of product technology be measured, both at a given point in time and between two points in time?
