Winning at New Products (Third Edition)
Soft Cover
Getting high-quality new products to market on time is one
of the most crucial aspects of succeeding in business today.
It is also the most difficult to achieve. Widely considered
the breakthrough book on the topic by industry, Winning at
New Products empowers product innovation managers to create
and execute a winning game plan for launching innovative and
market-driven new products. It’s a proven winner!
The third edition of Cooper’s book is updated with new
research findings and substantially expanded to include the
most recent and best practices used by companies around the
globe.
Four major themes distinguish the 3rd edition from previous
editions:
- Astute project selection (portfolio management)
- The need for speed
- The front end of the process which Cooper terms the "Discovery
Stage".
The world’s most widely implemented and trusted product
process, Stage-Gate®, has helped to propel
industry leaders such as 3M, Guinness, Exxon, Procter &
Gamble, and Corning to world-class product success.
The systematic game plan leads you step-by-step along the
road to success from generating product ideas to launching
them successfully. This executive series book focuses on Cooper’s
critical success factors; and provides a detailed explanation
of the Stage-Gate® process, all richly annotated
with case examples. |
"This
book is an invaluable guide to managers in helping them
to 'select' the right projects for development and marketing.
Cooper is right on target."
Robert E. Davis,
Research Manager, New Products
Procter & Gamble |
You
will learn how to:
- Develop a Stage-Gate® process step-by-step
- Get great new product ideas from your customers
- Screen and prioritize new product projects
- Incorporate customer input for design and development
of products
- Conduct proper concept analyses and test markets
- Develop a market launch plan to generate new product sales
- Develop and implement a new product game plan
- Accelerate the process to speed your new products to market
- ...and much more
You will also discover the 15 key lessons for new product
success and be able to anticipate the many pitfalls. Cooper
is the creator of the Stage-Gate® system and
his strategies have been put into practice internationally.
This book is an invaluable resource to guide any manager through
the essential steps of new product development. |
