The Fast Path to Corporate Growth: Leveraging Knowledge and Technologies to New Market Applications

Hardcover | July 12, 2007

byMarc H. Meyer

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Every company can point to a growth strategy. Few, however, systematically implement it; instead, they tweak current products with incremental innovations, or attempt to buy growth through acquisitions. Neither is a satisfactory solution. Internally generated growth accomplished thorughproduct line renewal and new service development is essential to the long-term vitality of business across industries. The Fast Path to Corporate Growth takes on the challenge large corporations have in developing new product lines that address new market applications and provide new streams of revenue. The book integrates the key disciplines--new product strategy, user research, concept development andprototyping, market testing, and business modeling--into a practical framework for generating enterprise growth. The book illustrates that framework with in-depth examples of companies--including IBM, Honda, and Mars--that have generated impressive results by leveraging their core technologies to new markets and to new uses. Many of these examples contain templates that readers can use in their own projects.The book also addresses the human side of new market applications, providing advice on what executives and innovation team leaders must do to execute the steps of Meyer's framework for developing new market applications. This comprehensive guide to growth will appeal to RandD practitioners, new business development strategists, product managers, and to students in engineering management, innovation management, and corporate strategy.

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Every company can point to a growth strategy. Few, however, systematically implement it; instead, they tweak current products with incremental innovations, or attempt to buy growth through acquisitions. Neither is a satisfactory solution. Internally generated growth accomplished thorughproduct line renewal and new service development i...

Marc H. Meyer Matthews Distinguished University Professor and Department Chair, Entrepreneurship and Innovation Group of the the College of Business at Northeastern University.

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Format:HardcoverDimensions:304 pages, 6.3 × 9.29 × 1.1 inPublished:July 12, 2007Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0195180860

ISBN - 13:9780195180862

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Table of Contents

1. IBM Rises from the Ashes2. A Framework for Action3. Segmenting Markets for Growth4. Understanding User Needs5. Creating Design Concepts, Prototyping, and Validating Design Choices6. How Honda Innovates7. Product Line and Platform Development8. Hondas Element Comes to Life9. Business Model Innovation10. New Brand and Product Line Development at Mars11. Making the Business Case12. Executive Decision Making13. Leading Teams to GrowthAppendix: Underlying Technology Principles in IBMs Renewal

Editorial Reviews

"Fast Path To Corporate Growth does an excellent job of turning business experience into an actionable strategy for growth. Professor Meyer combines the insights of accomplished academic research, with the practical experience of companies whom he has assisted in the development of effectivegrowth strategies. This work is easy to read and is filled with real world examples that the reader can use to develop plans for their own companies. We recommend this book to all business managers interested in platform management and growth."--Mark Anzani, Vice President, IBM System z HardwareProducts, and George Walsh, Chief Technology Officer, System z