Winning at New Products: Creating Value Through Innovation

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Basic Books, 2011 - Business & Economics - 391 pages
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For more than two decades, "Winning at New Products" has served as the bible for product developers everywhere. In this fully updated and expanded edition, Robert G. Cooper demonstrates why consistent product development is so vital to corporate growth and how to maximize your chances of success. "Winning at New Products" cites the authorOCOs most recent research and 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 stepOCofrom idea generation to launch.
 

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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
Copyright

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About the author (2011)

Robert G. Cooper is a Professor of Marketing at the Michael G. DeGroote School of Business, McMaster University in Canada, and ISBM Distinguished Research Fellow at Penn State University’s Smeal College of Business Administration. He is the author of several books and was made a Fellow of the Product Development and Management Association in 1999. He lives in Oakville, Ontario.

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