Winning at New Products
Winning at New Products
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Summary
This updated and expanded edition demonstrates with compelling evidence why consistent product development is so vital to corporate growth and how to maximize its chances of success. It cites research and showcases innovative practices at major companies and outlines specific strategies.
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Winning at New Products by Robert G Cooper
The landmark book that defines successful product development-revised, updated, and expanded for the next generation of product leaders.. For over a decade, Winning at New Products has served as the bible for product developers everywhere. In this fully updated and expanded edition, Robert Cooper demonstrates with compelling evidence why consistent product development is so vital to corporate growth and how to maximize your chances of success. By any measure, most product concepts never make it to market, and of those that do, most fail. Winning at New Products cites the most recent research and showcases innovative practices at such industry leaders as 3M, Exxon Chemical, and Guinness to present a field-tested game plan for achieving product leadership. Cooper outlines specific strategies for assessing risk, marshalling the appropriate resources, engaging customers in the pre-development discovery phase, evaluating your project portfolio, ensuring true cross-functional collaboration, and, most importantly, applying a rigorous process for making sound business decisions at every step-from idea generation to launch.
Robert G. Cooper is a professor of marketing at McMaster University. Founder of the widely employed StageGate product development process, he lives in Oakville, Ontario. Scott J. Edgett is associate professor of marketing at McMaster University and director of the Product Development Institute. He lives in Ancaster, Ontario. Elko J. Kleinschmidt is professor of marketing and international business and director of the engineering and management program at McMaster University. He lives in Ancaster, Ontario.
| SKU | Unavailable |
| ISBN 13 | 9780738204635 |
| ISBN 10 | 0738204633 |
| Title | Winning at New Products |
| Author | Robert G Cooper |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Basic Books |
| Year published | 2001-05-24 |
| Number of pages | 448 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |