By Edwin E. Bobrow
New product improvement rules
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Formulating a plan in which resources and advantages are deployed in order to surprise and surpass the enemy and achieve defined objectives and goals At its most basic, the art of the general differs little from the art of the manager, who must: 1. Define objectives and goals in the marketplace 2. Assess her firm's resources and advantages 3. Formulate a plan whereby resources and advantages are managed (deployed) in order to surprise and surpass competitors and achieve defined objectives and goals We will explore and discuss strategic innovation throughout this book; however, now is the time to take the first step in the strategic innovation process: to understand what a new product is in the real world.
2. Have you measured the degree of learning and behavioral change necessary on the part of the consumer by using the three classifications spelled out earlier in this chapter? 3. Have you tried to determine the consumer's perception of what is new as it applies to your product? < previous page page_21 If you like this book, buy it! next page > < previous page page_22 next page > Page 22 4. What does the trade or industry consider a new product to be? 5. Do your executives agree as to what is a new product for the company and your trade?
C. , the fastest available long-distance transportation was the camel caravan, which moved at about eight miles per hour. , the chariot was introduced, and speeds approaching twenty miles per hour became possible. Yet, almost 3,500 years later, an English mail coach averaged only ten miles per hour. A mere 100 years after this, steam locomotives were traveling nearly 100 miles per hour. Within 60 years of the introduction of advanced steam locomotives, an aircraft exceeded 400 miles per hour. Twenty years after this, pilots were traveling at double this rate-faster than the speed of sound itself.