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Wednesday, January 18th, 2006
Market Launch: The Forgotten Phase of NPD (Product Management Experience Series)
More than 40% of all new products fail (see 2004 PDMA Benchmarking Study). - A rate that has remained almost unchanged for the past 50 years. So what's the problem? That's the question Joan Schneider, founder and president of Schneider Associates, started asking. The result? New Product Launch: 10 Proven Strategies, the first-ever investigation of factors that lead to launch success.
Empower your next Launch! Leverage the power of 10
critical launch strategies
· Overcome common launch
roadblocks
· Ignite your launch team's
creativity
· Avoid practices that cause
launch failure
From the Cover :
"'New Product Launch: 10 Proven Strategies' clearly outlines the powerful, multi-disciplinary process that successfully propels new products and services into the marketplace - and sustains them over time.
'New Product Launch: 10 Proven Strategies' provides marketing executives with a roadmap to navigate new product launch success. The book grew out of a first-of-its-kind joint academic and research effort to examine how marketers launch new products. Conducted in conjunction with Boston University's Communications Research Center and funded by Boston-based Launch experts Schneider Associates, the study uncovered marketing strategies that lead to launch success as well as those that produce failure.
Building on this groundbreaking research, the book includes interviews with dozens of launch experts nationwide and highlights author Joan Schneider's 25 years of experience in launching new products and services."
Presenter
Joan D. Schneider, APR, President, Schneider & Associates
Joan is president and creative director of Schneider Associates, a Boston-based public relations/marketing communications firm founded in 1980. The firm is part of Worldcom, a global public relations network with offices in 33 countries on six continents.
Joan began her investigation into new product launch by sponsoring the Schneider/Boston University New Product Launch Report, a first-of-its-kind study on how consumer product companies successfully launch new products. She recently authored a book, New Product Launch, 10 Proven Strategies, which presents a new methodology for the launch process.
She is currently working on a research study with the Babson College Center for Innovation and Corporate Entrepreneurship to understand the best practices in business-to-business launch.
Some of Joan’s clients include Subway, Baskin-Robbins, Staples, Home Depot, Unilever, Reckitt Benckiser, Colgate Oral Pharmaceuticals, Mosquito Magnet, and Pepperidge Farms.
A magna cum laude graduate of Boston University's College of Communication, Joan is a graduate of the Owner President Management Program at Harvard Business School and is currently serving on the Board of Governors for the Harvard Business School Alumni Association.
Eric D.Mankin, Executive Director, Babson Innovation and Corporate Entrepreneurship Research Center
Eric has been working with companies to help them improve their innovation
performance since 1991. He has led innovation enhancement consulting
initiatives at over twenty companies, in locations ranging from the United
Kingdom to Singapore to India and the United States.
Prior to becoming the Director of Babson’s ICE Research Center, Eric was the
Director of Research for Cap Gemini and the leader of Integral, Inc., a
management consulting firm.
In Eric’s recent publications, he has described new frameworks for evaluating the
potential success of a new product or service, and evaluated the best ways of
bringing these innovations to market. Eric also writes a weekly update on topics
related to innovation and business design.
Eric grew up in Western Massachusetts and currently lives in the Boston area
with his wife and two children. He is trained as an economist and holds a PhD
and an MBA degree (with high distinction) from Harvard University.
Event Logistics
Time : 6:30 - 9:30PM Date : Wednesday, January 18th, 2006
Location: Support Center for Nonprofit Management, NY
Dinner : Deli Buffet Format: Networking / Presentation / Networking
Cost : $30 - PDMA, $40 - Non-Member, $15 - Student
Early-Bird (until January 11th): $25 - PDMA, $35 - Non-Member, $10 - Student
PDMA Members: Bring a Non-Member paying the above rate and your fee will be waived! Just let us know at check-in.
PDH : 2 PDH
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