Product Leadership: Creating And Launching Superior New Products

by Robert G. Cooper

Product innovation is a high-risk war, the battles being fought both behind a company's doors and against the competition. But with all the effort companies exert to become product leaders, over a third of their new products still fail at launch, and many more never gain a profitable return. So what is it that product leaders like 3M, Merck, and Procter & Gamble know that allows them to continually lead the way with exceptional new products? In Product Leadership, Robert Cooper reveals the winners' secrets, and offers managers an invaluable resource to help implement and oversee systematic high-quality new product processes; develop new product strategies; manage product portfolios; determine which products to kill and which to back with resources; and foster ingenuity to outperform the competition. Showcasing examples from the winners, Cooper demonstrates that it takes a commitment from all managers, including marketing, finance, R&D, and HR to triumph over the competition and become a leader in the new products war.

Genres: Business, Nonfiction, Leadership

314 pages, Paperback

First published October 19, 1998

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

[Lori Grant · Rating 5 out of 5]

A must-read book on creating and building new products for knowledge workers and entrepreneurs.

[Eric Smith · Rating 1 out of 5]

If you have read even one of Cooper's books then you don't need to read this one, it is the definition of dialing it in - in my opinion.