Winning at New Products: Creating Value Through Innovation

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Basic Books, Jul 12, 2011 - Business & Economics - 408 pages
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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..."?
 

Contents

1 The Innovation Challenge
1
2 Why New Products Win
26
3 Drivers of Success Why the Best Innovators Excel
56
4 The StageGate IdeatoLaunch System
83
5 NextGeneration StageGate How Companies Have Evolved and Accelerated the System
120
6 Discovery the Quest For Breakthrough Ideas
156
7 The FrontEnd Work From Discovery to Development
192
8 Picking the Winners Investing in the Right Projects
229
9 Making the Gates Work Gates with Teeth
268
10 Development Testing and Launch
298
11 Implementing StageGate In Your Business
330
Appendix A The Benchmarker Audit Tool
357
Appendix B The Navigator StageGate System
359
Notes
361
Index
375
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About the author (2011)


Dr. Robert G. Cooper is ISBM Distinguished Research Fellow at Pennsylvania State University and Professor Emeritus at McMaster University in Canada. The author of several books, he is a fellow of the Product Development and Management Association since 1999.

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