Non-Fiction Book Reviews
Book Review: Why Smart Companies Do Dumb Things
By Sandy Amazeen Jan 21, 2008, 3:31 GMT
Humor and product innovation may be unlikely bedfellows yet Hodock, a professor of marketing and former chairman of the American Marketing Association board, manages to pull it off while exploring eight of the most common product development mistakes. Moreover, these mistakes are being made repeatedly by the same companies leaving one to wonder about the learning curve of those in charge of product development. Case histories illustrating the pitfalls of mismanagement, poor product positioning, the perils and politics of flawed products and more are analyzed with refreshing candor while pointing out the lessons to be learned. This is a definite “must read” for anyone in the business of product development or simply contemplating bringing a new item to market while showing the consumer what goes on behind the scenes.
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