Winning at New Products: Accelerating the Process from Idea to Launch

Front Cover
Perseus, 2001 - Business & Economics - 425 pages
3 Reviews
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.

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Review: Winning At New Products: Accelerating The Process From Idea To Launch

User Review  - Saad - Goodreads

My company was doing stage-gate before I joined there. Having just finished this book, i have a much better understanding of why we use it and some ideas on how we might further strengthen our implementation of it :) Read full review

Review: Winning At New Products: Accelerating The Process From Idea To Launch

User Review  - Nicole - Goodreads

One of the best books I've ever read regarding how to effectively manage the product development lifecycle. Regardless of what development methodology you employ, you are bound to find some practical tips on better managing your development cycle and the folks who execute it. Read full review

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About the author (2001)

Robert G. Cooper is a professor of marketing at McMaster University. Founder of the widely employed StageGate product development process, he lives in Oakville, Ontario. Scott J. Edgett is associate professor of marketing at McMaster University and director of the Product Development Institute. He lives in Ancaster, Ontario. Elko J. Kleinschmidt is professor of marketing and international business and director of the engineering and management program at McMaster University. He lives in Ancaster, Ontario.

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