ABSTRACT
This introduction presents an overview of key concepts discussed in the subsequent chapters of this book. The book outlines inherent issues in new product forecasting and discusses the application of different techniques for generating a new product forecast. The basis for this is that while historically and traditionally seen as distinct, products, services, and ideas are now innately intertwined. The forecasting objective helps to clarify what is needed at particular points during the new product development (NPD) process. Many times during the new product forecasting Endeavor Company management expectations are driven by financial objectives and financial targets, which influences the new product forecast, often in the direction of an inflated one. Mapping market uncertainty and product technology uncertainty are the two dimensions of current and new reveals four cells, each of which is represented by one of the following new product forecasting strategies: sales analysis, life-cycle analysis, customer and market analysis, and scenario analysis.
