Developing New Products and Services by Lawrence Sanders

Developing New Products and Services by Sanders is an outstanding contribution to market research. The book focuses on the upfront activities and ideas for new product and service development.

A central theme of Developing New Products and Services 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. Students will come away with this notion and how to manifest it as a contributing employee at any company.

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A number of powerful concepts and tools are presented so your students can better understand how to facilitate new product development. For example, three templates are featured that facilitate new product and service development. The FAD (features, attributes, and design) template is used to identify the features and attributes that can be used for product and service differentiation. The Ten–Ten planning process contains two templates: an Organizational and Industry Analysis template and the Business Plan Overview template. These two templates coupled with the FAD template can be used to develop a full-blown business plan.

In addition, Developing New Products and Services includes the following topics: entrepreneurship, technology and product life cycles, product and service versioning, product line optimization, creativity, lock-in real options, business valuation, and project management.

Evaluate Developing New Products and Services by Sanders for your marketing courses today.

Table of Contents

  • Chapter 1: Concepts in the Context of Monopolistic Competition
  • Chapter 2: Fundamentals of Product and Price Differentiation
  • Chapter 3: Differentiation in Action
  • Chapter 4: Dynamic Tension in Versioning and PD Curves
  • Chapter 5: Examples of Product Differentiation & Versioning Curves
  • Chapter 6: Facilitating Creativity and Innovation
  • Chapter 7: Conceptualizing Products/Services Using FAD
  • Chapter 8: Strategic Planning and Ten–Ten Planning
  • Chapter 9: The Ten–Ten Planning Process: Crafting a Business Story
  • Chapter 10: Lock-In and Revenue Growth
  • Chapter 11: Valuing the Business
  • Chapter 12: Developing a Business Plan
  • Chapter 13: Project Management for New Products and Services
  • Chapter 14: Re-priming the Business Using Real Options Concepts
  • Chapter 15: Wrap-Up

About the Contributors


G. Lawrence Sanders, PhD, is a professor in the Department of Management Science and Systems in the School of Management at the State University of New York at Buffalo. He was a recipient of the Provost’s Exceptional Scholars Sustained Achievement Award from the University of Buffalo in 2007. He has served as a department chair and the chair of the PhD program in the School of Management.

He has published over 50 refereed research papers in a variety of publications such as The Journal of Business, MIS Quarterly, Information Systems Research, the Journal of Management Information Systems, the Journal of Strategic Information Systems, Communications of the ACM, the Journal of Management Systems, and many others. Check out my blog at