Winning At New Products: Creating Value Through Innovation

by Robert G. Cooper

Developing true innovations and bold new products is a challenge in today's business environment, leading many companies to shift toward smaller, less ambitious innovation attempts. In this book, Dr. Cooper reveals the critical success factors in product innovation and outlines Stage-Gate®, the most widely-used roadmap for successfully launching new products to market. Cooper also brings key insights on picking the right projects, on how top innovators have adapted the Stage-Gate process, and how you can be ' Winning at New Products '.

Dr. Cooper returns with this updated and expanded 4th edition, highlighting new research findings and revealing the best practices in product innovation. Cooper illustrates the differences that exist in innovation performance and teaches you the critical success factors your organization can be implementing today to achieve stellar performance.

Discover Stage-Gate - the conceptual and operational map for moving new product projects from idea to launch - and learn how top performing companies have improved and evolved the system. Additionally, learn how to make smart decisions with your product portfolio and the methods and techniques that drive effective resource allocation and yield the right balance and mix of products. New products remain the key to corporate learn how to implement these practices and achieve the bold innovations that drive corporate revenues, market shares, and bottom lines.

Learn what distinguishes winning new Develop and implement a 'winning playbook' for your Achieve the right balance and mix of development Yield positive innovation results by learning how Stage-Gate has been improved by top

Genres: Business, Nonfiction, Professional Development, Design

408 pages, Paperback

First published July 12, 2011

About the author

Dr. Robert G. Cooper is a leading authority on innovation and new product development, best known for pioneering the Stage-Gate idea-to-launch process now used by most major corporations. He has spent decades researching thousands of product initiatives, shaping global innovation practices. A widely sought-after speaker and consultant, he has authored more than 100 academic articles and eleven books, including Winning at New Products. He is Professor Emeritus at McMaster University and a Distinguished Fellow at Penn State University.

Reviews

[Tealia · Rating 4 out of 5]

This is a very heavy university textbook. It has a ton of amazing insight, lists, examples and tested theories. It is repetitive but you will memorize the important parts!

If you aren't running or planning to run a giant company, you can probably skip or skim a few chapters and focus more on the idea generation and action plan.

Great gems but it mainly revolves around having a fortune 500 company or grossing half a billion a year in sales to really put alot of these projects and plans to action.

[Nicole Stowe · Rating 3 out of 5]

This is a great fundamentals book but it’s long winded and could have been about half the length.

[Vince · Rating 3 out of 5]

I found Cooper's previous (3rd) edition quite useful in protyping Stage-Gate processes for product development.

I haven't finished this - as it's in many ways more of a reference than a read. But I like what I've read.

[Kate · Rating 1 out of 5]

Do not compare anything to drowning puppies unless it is as horrible as drowning puppies, but choosing to not go ahead with a project is not that horrible. And it is not how you keep the dog population in check. The author needs better metaphors.

[Andrés D'silva · Rating 4 out of 5]

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