GB 744 - New Product Development and Management

(3.00 cr.)

Prerequisite: GB 702 . Studies the theoretical underpinnings of new product development in a variety of industries. Students learn to describe the new product development process; identify the components of a new product development strategy; and structure their organizations to encourage creativity and innovation. Students use multivariate statistical techniques like factor analysis, cluster analysis, and conjoint analysis to evaluate the marketplace attractiveness of proposed new products. Topics include managing new product failure, technology-based product development, and accelerating new product development.