Getting It Right the First Time How Innovative Companies Anticipate Demand

Subjects:

• Business » Management
• Business » Entrepreneurship

Reviews:

• Getting It Right the First Time will interest anyone trying to bring a highly innovative product to market but will be of greatest interest to those in marketing. Although the examples in the book focus on the high-technology industry, the techniques will be useful in any highly innovative situation....[p]oints the way to getting a solid grasp on ill-defined and emerging markets.
  —The Journal of Product Innovation Management 2006
• Business changes and influences are happening faster and faster, requiring the successful company to be more responsive and anticipatory than ever. For a guide which teaches managers and owners how to predict demand and handle it correctly, Getting It Right The First Time: How Innovative Companies Anticipate Demand is essential. Examples of real-life lucrative successes and missed opportunities alike offer lessons for all, and John Katsaros and Peter Christy have gathered a representative sampling of these case histories to work into a general company plan for marketing and advancement. Recommended for any entrepreneur interested in innovation.
  —Internet Bookwatch August 2005
• [G]etting It Right the First Time is useful for people who market high-tech or other truly innovative products. The authors give convincing reasons why it pays to include us in the development. They also show that we do have a market research approach that is likely to be worth more than it costs. Companies don't have to suffer so many expensive new product failures. We don't have to sit on the sidelines.
  —Marketing Management July/August 2005
• For entrepreneurs, marketers, product developers, and business strategists.
  —Reference & Research Book News May 2005
• Silicon Valley-based dot-com consultants Katsaros and Christy describe how innovative companies anticipate demand, noting that many start-up companies are too engineer turned entrepreneur and overlook the importance of market research coupled with strategic planning. Arguing that market research in parallel with strategic planning is necessary for business success, they make a strong case for conducting comprehensive, quality research up front and integrating it into a company's strategic planning....[t]he book contains numerous examples of successful and missed opportunities from an array of companies, as well as a short recommended reading list. This volume will be useful for entrepreneurs and business leaders. Additionally, advanced business students and academicians will find its message interesting and informative. Recommended. Upper-division undergraduate through professional collections.
  —Choice 10/1/2005
• New Markets, New Media Web Addendum [T]o be considered for public and academic library collections. To give your collection more depth....[r]ecommended.
  —LibraryJournal.com 10/1/2005

Table of Contents:

• Preface
  Acknowledgments
  Face Off: Skating to Where the Puck Will Be
  Anticipating Change: The Case for Savvy Planning
  Looking at the Future
  Knowing Where and How to Move
  Big Plays
  Finding the Future
  Positioning for Change
  Segmentation: Finding Your Killer Application
  Finding the Next Big Thing
  Index
  About the Authors

PDF Catalogs:
Praeger Public Library Spring 2009.pdf	Praeger Public Library Spring 2008.pdf