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. 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..."?
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