Contemporary Product Development: A Focus on Innovation

Contemporary Product Development: A Focus on Innovation engages learners with a proven framework to design, develop, and go to market with innovative products that solve consumer problems while also supporting the mission, values, and brand of the company which created them.

The book's framework, the Go-To-Market Aura Plan (GT-MAP), emphasizes two key practices for innovative product development-speed and creating aura. This dual approach includes an overview of critical concepts in neuroscience, sustainability, and product design methods, as well as a demystification of the step-by-step, iterative processes critical to introducing a high-performing product to market as quickly and effectively as possible. Simultaneously, the approach builds interest among consumers with proven techniques that gain attention, foster excitement, and then convert consumer excitement into demand well before a product is launched.

The text describes how to inspire designers and developers to create innovative, high-performance products that consumers crave through exceptional communication, team building, presentation and validation, and prediction of a product's performance, pre- and post-launch, to ensure its success.

Designed to inspire innovation, Contemporary Product Development is an ideal resource for courses in business, especially those with focus on product development.

Keith Edmund Ferguson holds a D.B.A. from Kennesaw State University. He serves as a faculty member in the Department of Marketing and entrepreneur-in-residence at Florida State University.

John Sztykiel is the CEO of Created to C, a company that creates and accelerates transformational initiatives and businesses. He previously served as the president and CEO of Spartan Motors Inc.

Moss Ingram is an associate professor at Grand Rapids Community College and a co-recipient of an Edison Award for Innovation. He holds an M.F.A. from Queens University of Charlotte.