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Title: Portfolio Management for New Products by Scott J. Edgett, Elko J. Kleinschmidt, Robert Gravlin Cooper ISBN: 0-7382-0514-1 Publisher: Perseus Publishing Pub. Date: 15 December, 2001 Format: Hardcover Volumes: 1 List Price(USD): $44.00 |
Average Customer Rating: 4.5 (8 reviews)
Rating: 2
Summary: No theory behind an incomplete collection of case studies!!
Comment: Huge disappointment. Chapter 1, page 1 starts with "Those
companies that succeed at new product dvelopment are the future
Mercks, HPs, 3Ms, and Microsofts; those companies that fail to excel
at developing new products will invariably disappear or be gobbed up
by the winners. .....". Despite this quite promising catch
phrase you will not find a single word on how the above mentioned
companies develope new products.
Things actually get worse. What you
will find in this book are random generated case studies on various
portfolio models the authors encountered in the few firms willing to
meet them - no theoretical framework is given on portfolio management,
criteria to be included and best practices in various industries.
As
a major disappointment I found the fact that not a single case/best
practise study came from the pharmaceutical industry and the software
industry, those industries where portfolio management/selection are at
the very heart of the strategic management process. It would have been
a huge (and logical) opportunity to cover in this book how Merck or
Pfizer steer their new product development processes. But don`t look
for clues to this questions in this book. The case studies you will
find in this book are about a small Canadian bank, a small US chemical
company, and about Hoechst US. The last case study offered at least
some ideas useful for improving the portfolio management process (that
is the main reason for the second star).
Somewhat disturbing are
platidudes widely used throughout the book (e.g. " ....Remember:
understanding the problem is the first step to a solution!
.... (p. 184)). If esclamation marks after platitudes make you
nervous, then you will probably throw this book away before reaching
page 100.
The only bright side of this book are the first 20 pages,
where the authors discribe present shortfalls of the portfolio
management process currently used in some firms (i.e. in the firms
they interview, and these firms are underperformers). It helps to get
an idea of what effective portfolio management should do - and these
points are very agreeable indeed (e.g. value creation, balance,
strategic fit). That these questions are inadequeately and only
empirically adressed in this book, is a source of frustration for its
readers. I would give only a very very weak recommendation for this
book....
databaseU
Rating: 5
Summary: An analysis of current thinking in portfolio management
Comment: In this text, the authors thoroughly review the methods currently being practiced in companies to make decisions about their investments in new products and technologies, and the success of these various methods. They recognize the difficulties of making such decisions, especially by relying on simple processes without understanding shorfalls of the process and the robustness of the data. They focus on the goals of maximizing value, achieving a balanced portfolio and linking the decisions to business strategy. They tie this process into other key processes in the company, including the product development process and the new product strategy. By far the most valuable aspect of the book, however, is the link between process and real operation provided by the "Points for Management to Ponder" commentary which runs throughout the book. This is a current, encyclopedic and practical guide to this very difficult business process.
Rating: 5
Summary: Valuable addition to the management of new products.
Comment: The resources invested in producing and supporting new products in markets provide, on average, a poor return on investment (see the research of Cooper and others on this topic). Managing across a portfolio of products adds a degree of complexity to the task of being successful with each individual product. This book provides the essential information for management to understand the fundamentals of a rational, process based approach to managing new products.
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Title: Winning at New Products: Accelerating the Process from Idea to Launch by Robert Gravlin Cooper ISBN: 0738204633 Publisher: Perseus Publishing Pub. Date: 05 June, 2001 List Price(USD): $29.00 |
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Title: Product Leadership: Creating and Launching Superior New Products by Robert G. Cooper, Robert Gravlin Cooper ISBN: 0738201561 Publisher: Perseus Book Group Pub. Date: May, 2000 List Price(USD): $23.00 |
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Title: The PDMA Handbook of New Product Development by Milton D. Rosenau, Abbie Griffin, George A. Castellion, Ned F. Anschuetz ISBN: 0471141895 Publisher: John Wiley & Sons Pub. Date: 27 September, 1996 List Price(USD): $125.00 |
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Title: The PDMA ToolBook for New Product Development by Paul Belliveau, Abbie Griffin, Stephen Somermeyer ISBN: 0471206113 Publisher: John Wiley & Sons Pub. Date: 05 April, 2002 List Price(USD): $65.00 |
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Title: Product Strategy for High Technology Companies by Michael E. McGrath ISBN: 0071362460 Publisher: McGraw-Hill Trade Pub. Date: 12 October, 2000 List Price(USD): $49.95 |
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