Product management

What consumers truly value can be difficult to pin down and psychologically complicated. But universal building blocks of value do exist, creating opportunities...

In today’s fast-paced, fiercely competitive world of commercial new product development, speed and flexibility are essential. Companies are increasingly realizing that the old, sequential approach to developing new products simply won’t get the job done. Instead, companies in Japan and the United States are using a holistic method—as in rugby, the ball gets passed within […]

And how to pick between jobs.

The product life cycle measures the likelihood, character, and timing of competitive and market events. A product strategy that includes some sort of...

In this article, co-authors B. Joseph Pine II and James Gilmore, founders of the management consulting firm Strategic Horizons, preview the likely characteristics...

Many companies have become disillusioned with sales in the international marketplace as old markets become saturated and new ones must be found. How can they customize products for the demands of new markets? Which items will consumers want? With wily international competitors breathing down their necks, many organizations think that the game just isn’t worth […]

As B2B offerings become more commoditized, the subjective, sometimes quite personal considerations of business customers are increasingly important in...

Gauging—and communicating—what your products and services are worth to customers has never been more important.

Disruption isn't the only approach.

Companies often crimp profits by using discounts to attract price-sensitive customers and by failing to give high-end customers reasons to spend more....

You don’t need a time line; you need a time cone.

Sales departments tend to believe that marketers are out of touch with what's really going on in the marketplace. Marketing people, in turn, believe the...

Design is a team effort, but how do marketing and engineering talk to each other?

Test marketing should be conducted to provide a dress rehearsal for launching of a new product by a company. Test marketing gives information to improve...

Covid-19 has shown how companies can work together to solve problems.

Financial incentives don’t reduce errors. Employees must be passionate about eliminating mistakes.

It takes more than good tools. It takes a complete change of attitude.

A simple chart shows how much a customer will pay for a perceived benefit. This is more than a marketing aid, it’s a powerful tool for competitive strategy.

Veteran product launch PR executives Joan Schneider and Julie Hall examine the five most frequent reasons why new products flop: The company can't support...

Information technology is revolutionizing products. Once composed solely of mechanical and electrical parts, products have become complex systems that combine hardware, sensors, data storage, microprocessors, software, and connectivity in myriad ways. These “smart, connected products”—made possible by vast improvements in processing power and device miniaturization and by the network benefits of ubiquitous wireless connectivity—have unleashed […]