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Value Innovation Portfolio Management: Achieving Double-digit Growth Through Customer Value [Hardcover]

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Item description for Value Innovation Portfolio Management: Achieving Double-digit Growth Through Customer Value by Sheila Mello...

Value Innovation Portfolio Management offers a new, proven approach to product portfolio management and innovation that uses customer value as the key predictor of success. It illustrates how shifting the portfolio management metric from financials to customer value helps companies identify innovations that delight end users and drive double-digit growth.


* Introduces a new, proven approach to creating a valuable product portfolio based on high customer value, tight business strategy alignment, and optimal investment intensity
* Reveals how to exploit unfulfilled market niches by shifting to customer value as a top portfolio criterion
* Tackles tough questions about what products to launch, where to invest/divest, and how to avoid costly product failures
* Includes real case studies showing the merits of transforming the business drivers of your product portfolio to a customer value approach
* Provides strategic vision and a blueprint for measuring customer value and using it to reinvent your portfolio management process
* Offers free downloadable articles on collecting the voice of the customer and creating a framework for measuring innovation -- available from the Web Added Value Download Resource Center

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Item Specifications...

Pages   273
Est. Packaging Dimensions:   Length: 8.9" Width: 6.1" Height: 0.8"
Weight:   1.15 lbs.
Binding  Hardcover
Release Date   Sep 30, 2006
Publisher   J. Ross Publishing
ISBN  1932159576  
ISBN13  9781932159578  

Availability  0 units.

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Product Categories

1Books > Subjects > Business & Investing > General
2Books > Subjects > Business & Investing > Management & Leadership > Systems & Planning
3Books > Subjects > Business & Investing > Small Business & Entrepreneurship > General

Reviews - What do customers think about Value Innovation Portfolio Management: Achieving Double-digit Growth Through Customer Value?

How to deliver innovative products and services more consistently...and more profitably  Aug 8, 2007

The co-authors of this book are colleagues at Product Development Consulting, Inc. where they and their PDC associates devised and have since refined the Market-Driven Product Definition (MDPD®) methodology in response to their clients' need for a customer value dimension in their product portfolio management. "We watched many of our clients make MDPD an integral part of their product development processes, then go on to use the resulting database of customer value information as input to their portfolio processes. Thus was born our idea of providing a new methodology, philosophy, and criteria for evaluating changes to the portfolio [begin italics] before [end italics] making portfolio decisions and committing company resources."

What Sheila Mello (lead author) and her collaborators have learned about value innovation portfolio (VIP) management is provided in this book. Whether or not the organizations of those who read it achieve "double-digit growth through customer value" will depend on how effectively the MDPD methodology is executed.

Here are several of the questions to which Mayo and her collaborators respond:

1. How to define or re-define a product portfolio along the value dimension?
2. What are the leading causes of product failure and how to avoid or correct them?
3. What is innovation's proper role within the MDPD methodology?
4. In what respect(s) is the "optimized" portfolio "the sweet spot"?
5. In terms of MDPD alignment, why is the "why?" so important?
6. What is an "actionable" portfolio? A "fortified" portfolio?
7. How to use MDPD to "hear the voice of the customer"?

I especially appreciate the provision of the three appendices whose material will assist, indeed expedite the formulation and implementation of a successful value innovation portfolio (VIP). Decision-makers in smaller or at least less complex organizations may prefer to devise a mini-program, try it out, and then expand or modify it. This book will be invaluable to either approach.

That said, I presume to share two caveats. First, when creating and then developing a VIP, focus on what is most important...and most appropriate. Nail the fundamentals. For example, make certain that all decisions are based on accurate, current, and sufficient information. Keep in mind what Peter Drucker once observed: Also, beware of over-complicating the VIP design and implementation process. Recall what Albert Einstein once observed: "Everything should be made as simple as possible, but not simpler."
Practical Guide to Realizing Customer Value  May 17, 2007
Value Innovation Portfolio Management is a practical guide to realizing a company's business strategy by prioritizing and delivering the right products that their customers will value. The book is much more than a process guide. The authors provide insights into the importance of stakeholder alignment, ownership and leadership in creating success. The material is well referenced, uses real life examples and best in class practices enabling the reader to anticipate the challenges and rewards of implementing these techniques in their own environment.
If you only read one product management book, read this one  Jan 10, 2007
This is a well reasoned, thoughtful approach written by seasoned practitioners and based on extensive research and consulting experience across many businesses. It provides a useful way for executives who must make multiple product decisions to develop a framework that matches the portfolio to the strategy in an optimal way.
Success via customer centric portfolio management  Jan 4, 2007
Too many executives evaluate portfolio management from an internal point of view which does not facilitate the larger perspective of strategic management. This narrow view fails to recognize that the most profitable enterprise requires an intimate understanding of how a product or service offering benefits the economics of the customer. Mello's book describes why this is so important to consider, and then goes on to describe the creation of a portfolio based on value innovation. Not only does the book describe how value to the customer can be measured, but it goes on to illustrate how this can be integrated into the strategic process. There are many examples of tangible tools that are included in the chapters and several appendices. This book's set of prescriptive tools is an essential addition to any executive that has passion for delivering customer value.
An Important Extension from the first book  Oct 27, 2006
In Sheila Mello's first book,"Customer-Centric Product Definition: The Key to Great Product Development", she presented and detailed an excellent process for innovating by uncovering and quantifying the latent needs of targeted customer segments with a lot of great examples to show the value of this approach. Building on the value of that approach for defining the goals of a single project, Sheila and her colleagues now present a revolutionary way of going about new product portfolio management with the intent of picking the best projects to work on based on those projects that will be most valued by the customer.

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