Contemporary Product Development
A Focus on Innovation
(First Edition)
©2020, 442 pages
Paperback list price: $174.95
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The book’s framework, the Go-To-Market Aura Plan (GT-MAP), emphasizes two key practices for innovative product development—speed and creating aura. This dual approach includes an overview of critical concepts in neuroscience, sustainability, and product design methods, as well as a demystification of the step-by-step, iterative processes critical to introducing a high-performing product to market as quickly and effectively as possible. Simultaneously, the approach builds interest among consumers with proven techniques that gain attention, foster excitement, and then convert consumer excitement into demand well before a product is launched.
The text describes how to inspire designers and developers to create innovative, high-performance products that consumers crave through exceptional communication, team building, presentation and validation, and prediction of a product’s performance, pre- and post-launch, to ensure its success.
Designed to inspire innovation, Contemporary Product Development is an ideal resource for courses in business, especially those with focus on product development.
Keith Edmund Ferguson is an associate lecturer and entrepreneur-in-residence in the Dr. Persis E. Rockwood School of Marketing at Florida State University, where he teaches at both the undergraduate and master’s levels. He also teaches as an adjunct at Michigan State University in their Master’s in Customer Experience Management and Master’s in Management, Strategy, and Leadership programs. He holds an M.B.A. from Western Michigan University and a D.B.A. from Kennesaw State University.
John Sztykiel is the CEO of Created to C, a company that creates and accelerates transformational initiatives and businesses. He previously served as the president and CEO of Spartan Motors Inc.
Moss Ingram is an associate professor at Grand Rapids Community College and a co-recipient of an Edison Award for Innovation. He holds an M.F.A. from Queens University of Charlotte.
Other Cognella titles by Keith Edmund Ferguson:Cognella Active Learning is available for this title! Adopting instructors can provide students with dynamic online learning activities that reinforce key concepts from the text, provide engaging educational experiences, and support various learning styles.
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The Cognella Active Learning content for Contemporary Product Development: A Focus on Innovation includes:
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Please note: Cognella Active Learning can be bundled for purchase with the text or posted separately. Contact us to learn about bundle discounts.
The Cognella Active Learning content for Contemporary Product Development: A Focus on Innovation includes:
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Adopting instructors will receive 21 PowerPoint presentations containing detailed chapter outlines.
Student Reviews:
"First and foremost, this book is by far one of the most interesting marketing books I have ever read! I’ve read a few for my classes, however, I’d say this one was so well-formatted and organized that it made me appreciate the content even more. In terms of my favorite chapter, it was a difficult choice since I had quite a few in mind. After narrowing it down, I chose Chapter 3. From the title itself ('Why is Speed Essential to Gain Momentum'), I learned the importance of getting your product to the market ASAP, something that will definitely help me in the future. From the steps to protecting your product, to the way we can innovate quickly to push the business plan, this chapter provided the best insight. For me, it created sort of like a plan in terms of how to begin and take your product to the market with speed while still taking into account potential risks. I also learned the importance of including stakeholders in the mission and vision and the entire process of that. My favorite part of the chapter would be the 5 ways for product validation to innovate quickly. These included Fit, Time, De-bias, Act and Grow. All of these factors basically encompassed the necessary information when it comes to when, how, and why a product innovation must be validated. It dealt with how well the product fits the needs of the consumers, the timing of it, to use a representative sample, to devise an action plan, and to think beyond just one innovation. For these reasons, Chapter 3 was my favorite chapter in this book!"
Rhea Nathani, Student at Florida State University
"During the registration period I was really looking for one extra class to cover my last 3 credits before I graduated. It could’ve been any class, from Slavic Vampires to Wine Tasting. However, I thought it would be a good idea to stay within in the College of Business and expand my knowledge on the non-technology side of things in preparation for my career. I am incredibly glad I did. Without hesitation, one of the most fascinating topics we’ve covered this semester was The Art of Disruption and How We Select the Best Stakeholders. I truly believe understanding the art of disruption can help a company with two crucial parts of their business: being the disruptor and setting up countermeasures from disruption. Being able to evolve ahead of your competitors is important when it comes to strategizing your business. In addition, being able to seek out the mavericks and select the best possible stakeholders is imperative from the beginning of the process as well. Understanding how to control mavericks is equally important in this case. I truly believe that the understanding of these key concepts will serve me well as I soon apply them to the world of management consulting."
Brandon Nandlal, Graduate of Florida State University
"First and foremost, this book is by far one of the most interesting marketing books I have ever read! I’ve read a few for my classes, however, I’d say this one was so well-formatted and organized that it made me appreciate the content even more. In terms of my favorite chapter, it was a difficult choice since I had quite a few in mind. After narrowing it down, I chose Chapter 3. From the title itself ('Why is Speed Essential to Gain Momentum'), I learned the importance of getting your product to the market ASAP, something that will definitely help me in the future. From the steps to protecting your product, to the way we can innovate quickly to push the business plan, this chapter provided the best insight. For me, it created sort of like a plan in terms of how to begin and take your product to the market with speed while still taking into account potential risks. I also learned the importance of including stakeholders in the mission and vision and the entire process of that. My favorite part of the chapter would be the 5 ways for product validation to innovate quickly. These included Fit, Time, De-bias, Act and Grow. All of these factors basically encompassed the necessary information when it comes to when, how, and why a product innovation must be validated. It dealt with how well the product fits the needs of the consumers, the timing of it, to use a representative sample, to devise an action plan, and to think beyond just one innovation. For these reasons, Chapter 3 was my favorite chapter in this book!"
Rhea Nathani, Student at Florida State University
"During the registration period I was really looking for one extra class to cover my last 3 credits before I graduated. It could’ve been any class, from Slavic Vampires to Wine Tasting. However, I thought it would be a good idea to stay within in the College of Business and expand my knowledge on the non-technology side of things in preparation for my career. I am incredibly glad I did. Without hesitation, one of the most fascinating topics we’ve covered this semester was The Art of Disruption and How We Select the Best Stakeholders. I truly believe understanding the art of disruption can help a company with two crucial parts of their business: being the disruptor and setting up countermeasures from disruption. Being able to evolve ahead of your competitors is important when it comes to strategizing your business. In addition, being able to seek out the mavericks and select the best possible stakeholders is imperative from the beginning of the process as well. Understanding how to control mavericks is equally important in this case. I truly believe that the understanding of these key concepts will serve me well as I soon apply them to the world of management consulting."
Brandon Nandlal, Graduate of Florida State University
Each year, the Florida State University Libraries and the Office of Faculty Development and Advancement host FSU Author's Day to celebrate the published accomplishments of FSU faculty and staff. According to the website, the honored works "represent endless hours of research and learning as well as sacrifice, dedication, and grit." Visit the page to view the 2020 honored works, which includes Contemporary Product Development: A Focus on Innovation, coauthored by FSU instructor and entrepreneur-in-residence Keith Edmund Ferguson.
