RONALD L. KERBER

Create and market the right product-fast

Strategic Product Creation is a true working guide to developing market-savvy, cost-effective products and services. Delivering expert guidance in the five key stages of product development, authors Ronald Kerber and Timothy Laseter present real-world examples of industry leaders who have produced innovative products-giving you a foolproof blueprint for delivering customer satisfaction without breaking the bank.

• Provides not only practical experience, but a solid conceptual framework for developing your own product creation model
• Highlights seven principles of effective product creation
• Features instructive case studies of world-class leaders such as Walt Disney Imagineering, Whirlpool Corporation, Mars, Inc., and IBM
• Includes key questions and milestone decision issues from each stage of the product creation process
• Covers both short- and long-term strategies, coupled with suggestions for advanced technology
• Explains how to combine customer knowledge with external market needs to stimulate new product and service ideas
• Reveals ways to utilize your suppliers as a talent pool for process improvement and product innovation
• Addresses sensitive issues of branding and intellectual property rights

Ronald L.Kerber, Ph.D. is the former executive vice president and CTO of Whirlpool Corporation. He is a leading consultant with the Department of Defense.

Timothy M. Laseter, Ph.D. serves on the faculty of the Darden Graduate School of Business Administration at the University of Virginia.