New Product Development-A Fmcg Perspective

New Product Development-FMCG Perspective is the first of its kind in the Indian context. It helps students, academicians and corporate personnel alike in developing and launching new products in the marketplace. The following aspects are covered:

• How does one develop new products?

• What are the methods to measure the success of new products?

• How is developing new products in an entrepreneurial company different?

• What are the key factors that contribute to the success of new products in the marketplace?

The author’s fifteen years of experience in the FMCG industry have contributed to the content for this book.

Dr. K. Rajeshwari, a post graduate from IIM Ahmedabad, is currently an Associate Professor of Marketing at XLRI India. After working in the industry for 15 years in sales and marketing, she moved to academics in 2010 and did her PhD from IIT Madras. Her last corporate stint was as Vice President - Marketing and Branding. She is a visiting faculty at various IIMs and at leading B-Schools across the country.

Dr. Rajeshwari has also published My Life My Choice by Macmillan. Additionally she has written articles and case studies in international journals. She is also a columnist and has penned several management articles in The Hindu Business Line. Her first academic film was screened at an International film festival, Baltimore USA in 2014. Rajeshwari is a regular speaker at various B-Schools and is a part of the student selection panel at various IIMs.

She has won ‘Women Achiever’ awards twice (2011, 2012) for her contributions to the field of education. She was also a recipient of the Distinguished Woman in Management Award from the Venus International foundation (2017).

Dr. Rajeshwari has a fifteen-year-old son and lives in Chennai.

“My congratulations to Dr. Rajeshwari for coming out with her book on New Product Development.

Rajee and I have worked together in Chennai Business School and I’ve known her to be interested in the area of NPD since then – more than 7 years back. Her Doctorate was also on NPD and, having discussed her research findings with her, I came to know that she had developed deep insights in this area. I am sure her book will reach out to the large population of professionals in this domain and provide them with inputs required to make more informed decisions.

I wish Rajee and the book the best and loads of success.”

Sridar Natarajan

Dean — Chennai Business School