Winning at New Products: Accelerating the Process from Idea to Launch
For over a decade, Winning at New Products has served as the bible for product developers everywhere. In this fully updated and expanded edition, Robert Cooper demonstrates with compelling evidence why consistent product development is so vital to corporate growth and how to maximize your chances of success. By any measure, most product concepts never make it to market, and of those that do, most fail. Winning at New Products cites the most recent research and showcases innovative practices at such industry leaders as 3M, Exxon Chemical, and Guinness to present a field-tested game plan for achieving product leadership. Cooper outlines specific strategies for assessing risk, marshalling the appropriate resources, engaging customers in the pre-development discovery phase, evaluating your project portfolio, ensuring true cross-functional collaboration, and, most importantly, applying a rigorous process for making sound business decisions at every step-from idea generation to launch.
What people are saying - Write a review
LibraryThing ReviewUser Review - LibraryThing
Product innovation management should be one of the most exciting topics (it's all about doing cool new things!), but most books on the subject are either totally dessicated and devoid of emotion, or dripping with unsubstantiated hype and consultant double-speak.Not this book thankfully (except the humour part perhaps). Well researched, straight-forward, practical and above all, respectful of the role of customers in the process. If you have a professional role in product innovation or product development, this is a good refresher.
Review: Winning at New Products: Accelerating the Process from Idea to Launch, Third EditionUser Review - Paul - Goodreads
Product innovation management should be one of the most exciting topics (it's all about doing cool new things!), but most books on the subject are either totally dessicated and devoid of emotion, or ... Read full review
Managing Multiple Projects: Planning, Scheduling, and Allocating Resources ...
Limited preview - 2002