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Why Smart Companies Do Dumb Things : Avoiding 8 Common Mistakes in New Product Development by Calvin L. Hodock (2007, Hardcover)

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Product Information

More than 90 percent of innovation initiatives fail to achieve their return-on-investment targets. Poor management decisions and lack of marketplace savvy often undermine even huge research efforts. Can America continue to be a formidable global competitor with this kind of failure rate? Taking a case history approach, this book examines eight typical innovation blunders that continually doom new product development. From misjudging the market and dead-on-arrival products to fatal frugality and timetable tyranny, the author discusses not only why such mistakes occur but also the dire consequences to both investors and employees. Among the problems Hodock points to are breakdowns in the marketing research process, marketing dishonesty, lack of real-world preparation among newly graduated MBAs, CEOs under pressure to deliver unrealistic earning targets, clueless boards of directors, and the general absence of accountability. After analyzing each problem, Hodock emphasizes the lesson learned and concludes with a list of best practices for successful innovation. He shows how even modest improvements in the innovation process can double the bottom line for any company while making their shareholders more prosperous and happier. Hodock's incisive analysis and illuminating new approaches to successful development and marketing are must reading for students of business, seasoned corporate executives, and anyone interested in the future of American business.

Product Identifiers

Publisher
Prometheus Books, Publishers
ISBN-10
1591025680
ISBN-13
9781591025689
eBay Product ID (ePID)
60463307

Product Key Features

Book Title
Why Smart Companies Do Dumb Things : Avoiding 8 Common Mistakes in New Product Development
Author
Calvin L. Hodock
Format
Hardcover
Language
English
Topic
Marketing / General, General, Management
Publication Year
2007
Genre
Business & Economics
Number of Pages
357 Pages

Dimensions

Item Length
9.2in
Item Height
1in
Item Width
6.3in
Item Weight
0 Oz

Additional Product Features

Lc Classification Number
Hf5415.153.H62 2007
Reviews
"This book rocks with practical and perceptive candor, and down-to-earth advice. Any company can improve its new product marketing and financial success batting average by adopting [these] principles." --Peter Klein, recent Sr. VP for Strategy & Development, Gillette Company; founder of PK Associates "Why is what is obvious ignored so frequently? Find out in this book that case by case takes you through the highs and lows and even the in-betweens of innovation as an engine of company growth and shareholder prosperity." --James Figura, Vice President, Consumer Insights, Colgate Palmolive "Useful information for every customer and business leader. Real-life case histories reveal why innovations fail and firmly establishes the importance of integrity." --Doug Scott, CEO and President, Platinum Television Group, New Line Media Solutions, ""This book rocks with practical and perceptive candor, and down-to-earth advice. Any company can improve its new product marketing and financial success batting average by adopting [these] principles."--Peter Klein, recent Sr. VP for Strategy & Development, Gillette Company; founder of PK Associates"Why is what is obvious ignored so frequently? Find out in this book that case by case takes you through the highs and lows and even the in-betweens of innovation as an engine of company growth and shareholder prosperity."--James Figura, Vice President, Consumer Insights, Colgate Palmolive"Useful information for every customer and business leader. Real-life case histories reveal why innovations fail and firmly establishes the importance of integrity." --Doug Scott, CEO and President, Platinum Television Group, New Line Media Solutions
Copyright Date
2007
Target Audience
Trade
Lccn
2007-027083
Illustrated
Yes

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Most relevant reviews

5 out of 5 stars
by buybobFeb 05, 2008
A humorous study of Product Innovation failures
Finally, a business book that is not only worth reading, but is also fun to read. Product innovation is a critical element of every company’s continued success, yet many companies make the same mistakes over and over again. Hodock explores eight of the most common product innovation mistakes with cases histories written in a humorous and breezy style. This is a definite must read for anyone in the business of product development.

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