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The focus of the book is on the up-front activities and ideas for new product and service development. A central theme of this book is that there is, or should be, a constant struggle going on in every organization, business, and system between delivering feature-rich versions of products and services using extravagant engineering and delivering low-cost versions of products and services using frugal engineering. Delivering innovative products is accomplished by an endless cycle of business planning, creative and innovative insight, and learning-about and learning-by-doing activities.

New products. --- Product differentiation. --- Developing new products services --- NPD --- product design --- learning, differentiation --- price discrimination --- product features --- innovation --- business planning --- organizational analysis --- diffusion --- entrepreneurship --- technology and product life cycles --- product and service versioning --- product demand --- product line optimization --- creativity --- lock-in real options --- business valuation and project management