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By Ahmed Hassanien, Lecturer, School of Marketing, Tourism and Languages, Napier University Business School, Scotland
Description Hospitality Product Development examines the nature, and unique characteristics, of the concepts, products and services offered in the
international hospitality industry. Considering the essential features of the strategic business context, in which any hospitality organisation
operates, this book:
* Relates key strategy development considerations and frameworks to product development
* Examines the shifting
nature of demand, evaluating consumers behaviour and the consequential impacts on consumer/product relationships
* Evaluates the critical
success factors and challenges of developing new hospitality products
Hospitality Product Development contextualises the issues through
case study application in each chapter, which cover a broad range of hospitality sectors including in-flight catering, licensed retail,
school catering, fast food and hotels. Equipping students and aspiring hospitality managers with the necessary knowledge, expertise and
skills in product development, this book is a must-read for any one studying or working in the hospitality industry.
Audience
Undergraduate students years 2-3 on hospitality management, international hospitality management and hospitality studies courses.
Contents Preface
Acknowledgements
About the Authors
PART I: PRODUCT DEVELOPMENT / ENVIRONMENT
Chapter 1: Why Product Development?
* Learning
objectives
* Introduction
* The nature of the hospitality products
* Importance of Product Development
* Managing Product Development
* Key Factors in Product Development
* Summary and conclusions
* Review questions
* Case study
* Glossary of terms used in this Chapter
* References and additional reading
Chapter 2: Hospitality Products
* Learning objectives
* Introduction
* The Hospitality Industry
* Hospitality concept & Sectors
* Environmental analysis
* Summary and conclusions
* Review questions
* Case study
* Glossary of terms
used in this Chapter
* References and additional reading
PART II: HOSPITALITY CONSUMER & PRODUCT RELATIONSHIP
Chapter 3: Hospitality
product and customer
* Learning objectives
* Introduction
* Customer attraction and Retention
* Customer Behaviour
* Product Development
through Customers
* Summary and conclusions
* Review questions
* Case study
* Glossary of terms used in this Chapter
* References
and additional reading
PART III: PRODUCT PLANNING AND MANAGEMENT
Chapter 4: Product Planning and Funding
* Learning Objectives
*
Introduction
* Funding Sources
* Direct
* Private Sector (e.g. Bank Lending; Venture Capital; Equity)
* Public Sector (e.g. European
Commission; Central Government; Local Authorities)
* Voluntary Sector (e.g. Conservation or Educational Trusts)
* Indirect
* Private
Sector (e.g. Leasing; Franchises; Sponsorship)
* Public Sector (e.g. Land/Buildings; Infrastructure Provision; Tax Allowances)
* Voluntary
Sector
* The Business Plan
* Structure of A Typical Plan
* Summary
* The Business Idea
* Target Market
* People
* Marketing and Advertising
Strategy
* Premises and Equipment
* Financing and Assets
* Financial Projections
* Summary and Conclusions
* Review Questions
* Case
Study
* Glossary of Terms Used In This Chapter
* References and Additional Reading
Chapter 5: Product Success and Failure
* Learning
objectives
* Introduction
* Product Performance Measures
* Financial
* Relationship enhancement
* Market Development
* The Scorecard
Approach
* Financial Perspective
* Internal Business Perspective
* Innovation and Learning Perspective
* Customer Perspective
* Summary
and conclusions
* Review questions
* Case study
* Glossary of terms used in this Chapter
* References and additional reading
PART
IV: PRODUCT DEVELOPMENT ROUTES AND PROCESS
Chapter 6: Competitive advantage Through Product
* Learning objectives
* Introduction
*
Generic strategies for achieving competitive advantage
* Cost Leadership
* Differentiation
* Focus
* The Strategy Clock
* Price Based
Strategies
* Differentiation Strategies
* Strategies Likely To Fail
* Ansoff?s ?Growth? Or ?Product-Market Matrix?
* Market Penetration
* Product Development
* Market Development
* Diversification
* Summary and conclusions
* Review questions
* Case study
* Glossary
of terms used in this Chapter
* References and additional reading
Chapter 7: Product Development and growth
* Learning objectives
* Introduction
* Dimensions of Development directions
* Market coverage
* Products
* Competence base
* Expectations
* Types of Development
methods
* Internal (or organic) development
* Acquisition or merger
* Types of strategic alliance
* Joint Ventures
* Management Contracting
* Licensing/Franchising
* Consortia
* Summary and conclusions
* Review questions
* Case study
* Glossary of terms used in this Chapter
* References and additional reading
Chapter 8: New Product development/Innovation
* Learning objectives
* Introduction
* New Product
Development Concept
* New Product or Service Development Process
* New product strategy
* Idea generation
* Screening and evaluation
* Business analysis
* Development
* Testing
* People Involvement in NPD
* Summary and conclusions
* Review questions
* Case study
* Glossary of terms used in this Chapter
* References and additional reading
Chapter 9: Renovation as A product Development Tool
*
Learning objectives
* Introduction
* Toward a Renovation Concept
* The Significance of Renovation
* Types of Renovation
* Renovation versus New Construction
* The Renovation Process
* Driver Analyses
* Planning and Controlling
* Determine Objectives
* Alternative Plans
* Team
* Budget
* Timing (Scheduling and Phasing)
* Marketing * Implementation
* Evaluation
* Summary and conclusions
* Review questions
* Case study
* Glossary
of terms used in this Chapter
* References and additional reading
PART V: CONCLUDING REMARKS
Chapter 10: Conclusions and Further Thoughts
* Learning objectives
* Introduction
* Critical Success factors of Product Development
* Link to overall business strategy
* Balanced
product development portfolio
* Clearly defined product development strategy
* Appropriate human and physical resources
* Management
Support
* Understanding the consumer, competitor, market and environment
* Evaluating Product Development
* Further Research
* Summary
and conclusions
* Review questions
* Case study
* Glossary of terms used in this Chapter
* References and additional reading
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