The newly revised and updated Third Edition of PDMA Body of Knowledge (BoK) provides a singular reference for anyone currently involved in, or planning a career in product management and product innovation. It describes a proven framework for product innovation which is applicable to a wide cross-section of product and service industries at various levels of an organization. It is also the basis for candidates studying for PDMA's New Product Development Professional (NPDP) certification examination. The guide is divided into seven chapters, consistent with the seven product innovation topics used as a basis for the NPDP examination: management, strategy, portfolio, process, design and development, market research, and culture & teams.
PDMA Body of Knowledge includes detailed coverage of topics including: - The key factors that lead to successful product innovation management. - The importance of strategy to product innovation success, hierarchy of strategies, and establishing the organization's direction via vision, mission, values, and more. - The role of portfolio management in selection of the right product innovation projects for an organization. - Description of various product innovation processes and the pros and cons of each. - The application of tools and techniques at various stages of the design and development process. - The application of market research throughout product innovation. - The importance of the right culture and team development.
The material provided can be applied to the full range of product development projects included in most company portfolios, such as new products or services, line extensions, cost reductions, and product or service improvements.
This newly revised and updated Third Edition includes new case studies, examples, and chapter exercises, along with sample NPDP examination questions.
PDMA Body of Knowledge is an essential study resource for those studying for PDMA's NPDP exam. The text is also highly valuable to product management professionals, consultants, instructors, and students seeking to increase their knowledge base
Table of Contents
About the Authors vii
Acknowledgments ix
Introduction xi
1 Management
1.1 What is Product Innovation? 4
1.2 Managing Product Innovation 9
1.3 The Product Manager 11
1.4 The Product Life Cycle 15
1.5 Managing the Product Life Cycle 19
1.6 The Chasm in the Product Life Cycle? 23
1.7 Roadmaps Used in Product Innovation 30
1.8 Project Management 34
1.9 Risk Management 37
1.10 Metrics and Key Performance Indicators 39
1.11 In Summary 46
2 Strategy
2.1 What is Strategy? 60
2.2 Establishing the Organization’s Direction 62
2.3 Business and Corporate Strategy 65
2.4 Preparing a Business Strategy 68
2.5 Innovation Strategy 74
2.6 Innovation Strategy Frameworks 77
2.7 Strategies that Support the Innovation Strategy 83
2.8 Open Innovation 97
2.9 Sustainable Innovation 100
2.10 In Summary 105
3 Portfolio
3.1 What is a Product Innovation Portfolio? 114
3.2 Portfolio Value Maximization 116
3.3 Portfolio Alignment with Strategy 135
3.4 Balancing the Portfolio 137
3.5 The Right Number of Projects 139
3.6 New Product Portfolio Management: A Dynamic Process 143
3.7 Portfolio Governance 146
3.8 Portfolio Management Benefits 148
3.9 In Summary 149
4 Process
4.1 Introduction to Product Innovation 156
4.2 The Product Innovation Charter (PIC) 161
4.3 Specific Product Innovation Processes 164
4.4 Comparing Product Innovation Process Models 194
4.5 Product Innovation Process Control and Management 197
4.6 In Summary 199
5 Design & Development
5.1 Design and Development Process Steps 208
5.2 Introduction to Design 209
5.3 Introduction to Development 226
5.4 In Summary 244
6 Market Research
6.1 How Market Research Contributes to Product Innovation 252
6.2 Selecting the Right Market Research Methodology 254
6.3 Primary Vs. Secondary Market Research 256
6.4 The Quality of Market Research Data 258
6.5 Market Research Methods 261
6.6 Multivariate Research Methods 274
6.7 Product Use Testing 278
6.8 Market Testing and Test Marketing 280
6.9 Market Research and Voice of the Customer: Integral to Product Innovation 282
6.10 Market Research at Specific Stages of Product Innovation 284
6.11 Market Research Metrics and Key Performance Indicators 289
6.12 In Summary 291
7 Culture and Teams
7.1 Product Innovation Culture and Climate 298
7.2 Management Responsibilities 301
7.3 Product Innovation Team Structures 303
7.4 Team Development 309
7.5 Team Leadership 315
7.6 Virtual Teams 318
7.7 Incentivizing Product Innovation 323
7.8 In Summary 325
Appendix A Glossary of Terms 331
Appendix B The BoK in Practice Cases 359
Appendix C Examples of Product Innovation Best Practice from PDMA’s Outstanding Corporate Innovators’ (OCI) Awards 387
Index 397
