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

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Addison-Wesley, 1993 - New products - 358 pages
Getting high-quality new products to market on time is one of the most crucial aspects of succeeding in business. It’s also the most difficult to achieve. With Winning at New Products you will be better prepared to create and execute a winning game plan for launching innovative and market-driven new products. Successfully implemented by such companies as DuPont, Exxon, Proctor & Gamble, and Corning, the systematic game plan presented leads you step-by-step along the road to success, from generating product ideas to launching them to consumers.This second edition contains a major new section on the practicalities of implementing the game plan, drawn from years of putting the author’s strategies to work. In addition, the book addresses present-day business conditions which require much faster development times and multinational perspective. You will learn how to: Get great new product ideas from your customers Screen and prioritize new product projects Incorporate customer input for design and development of products Conduct proper concept analyses and test markets Develop a market launch plan to generate new product sales Develop and implement a new product game plan Accelerate the process to speed you new products to market and much more. You will also discover the 15 key lessons for new product success, and be able to anticipate the many pitfalls.

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LibraryThing Review

User Review  - pratalife - 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 ... Read full review

LibraryThing Review

User Review  - pratalife - 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 ... Read full review

Contents

New ProductsProblems and Pitfalls
19
What Separates the Winners from the Losers
47
Lessons for Success
75
Copyright

11 other sections not shown

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About the author (1993)

Cooper is Professor of Marketing at McMaster University in Hamilton, Ontario.

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