Winning at New Products: Creating Value Through Innovation
For more than two decades, Winning at New Products has served as the bible for product developers everywhere. Robert G. Cooper demonstrates why consistent product development is vital to corporate growth and how to maximize your chances of success. Citing the author's most recent research, Winning at New Products showcases innovative practices by industry leaders to present a field-tested game plan for achieving product leadership. Cooper outlines specific strategies for making sound business decisions at every step-from idea generation to launch. This fully updated and expanded edition is an essential resource for product developers around the world.
"This is a must read. There's so much new in this book, from how to generate the breakthrough ideas, picking the winners, and driving them to market successfully."-Philip Kotler, Professor of International Marketing, Northwestern University, Kellogg School of Management
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This book gives very practical knowledge. The stage-gate process that this book advocates, though exists at many places, but is broken. Existing companies can take this book knowledge to fix their stage-gate process.
Chapter 3, page 62. Some grammatical bug? "If the product can ___ sold...", should it be "If the product can be sold..."?
1 The Innovation Challenge
2 Why New Products Win
3 Drivers of Success Why the Best Innovators Excel
4 The StageGate IdeatoLaunch System
5 NextGeneration StageGate How Companies Have Evolved and Accelerated the System
6 Discovery the Quest For Breakthrough Ideas
7 The FrontEnd Work From Discovery to Development
8 Picking the Winners Investing in the Right Projects