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This text provides guidelines for determining the products customers want and the designing of products they want to buy. It shows how to create and manage a business strategy based on successful new products, giving ideas from different industries and widely scattered nations. The book also combines fiction with theory from real, contemporary companies.

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Library Journal Review

Deschamps and Nayak, vice-presidents of the international consulting firm Arthur D. Little, Inc., argue that a company's success depends on its ability to improve its products or services continuously while simultaneously focusing the entire organization on the process of product creation. Product juggernauts are companies that attain market leadership by creating a continuous stream of world-class products through concentrated efforts on product development procedures. The authors describe seven core competencies, including those covering customer service, product creation, and promotion strategies, that are necessary in order to compete successfully in today's global marketplace. They amply illustrate their discussion with examples from global companies and include a "how-to" checklist with each chapter. A useful, hands-on guide describing methods practiced by many world-class organizations, this will be of interest to both scholars and practitioners. Recommended for business collections.‘Gary W. White, Pennsylvania State Univ., Harrisburg (c) Copyright 2010. Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.

Booklist Review

Two management concepts that have received a lot of attention recently are "virtual corporation" and "continuous improvement." A key component of each is the idea that product development becomes an ongoing and interactive process, with the manufacturer, sales force, and customer all working together to refine, adapt, and improve products and to suggest and create new ones. The authors, both with the prestigious Arthur D. Little consulting firm, call companies that are successful at doing this "product juggernauts." Deschamps and Nayak provide specific, practical advice on how best to organize companies to emulate these juggernauts, using examples such as Phillips, Casio, Rubbermaid, SONY, Lexus, and Braun. The authors will most likely soon find their "product juggernauts" a well-used phrase in popular management jargon. --David Rouse