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Winning at New Products: Creating Value Through Innovation


Winning at New Products: Creating Value Through Innovation Cover


Synopses & Reviews

Publisher Comments:

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 authors 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 step—from idea generation to launch.

Book News Annotation:

Cooper (business, McMaster U and Pennsylvania State U) has 35-plus years of experience studying the practices and pitfalls of some 3,000 new-product projects in hundreds of companies, and has written 13 books and numerous academic articles on innovation management. Since 1986, Winning at New Products has served as a valuable resource for product developers. Emphasizing bold innovation, the updated and expanded fourth edition text incorporates significant findings from benchmarking studies undertaken by Cooper and his colleagues since the 2001 third edition to uncover and validate best practices in product innovation methods, portfolio management, strategy development, and idea generation. Cooper has also integrated insights gained from the installation of his Stage-Gate idea-to-launch process in leading firms worldwide in recent years, including ways that global users of the system have contributed to its evolution and acceleration. Annotation ©2011 Book News, Inc., Portland, OR (booknews.com)

About the Author

Robert G. Cooper is a Professor of Marketing at the Michael G. DeGroote School of Business, McMaster University in Canada, and ISBM Distinguished Research Fellow at Penn State Universitys Smeal College of Business Administration. He is the author of several books and was made a Fellow of the Product Development and Management Association in 1999. He lives in Oakville, Ontario.

Product Details

Cooper, Robert G.
Basic Books (AZ)
Marketing - Research
Edition Description:
Fourth Edition
Publication Date:
Grade Level:
from 9
9.25 x 6.13 in
Age Level:
from 18

Related Subjects

Business » Marketing
Business » Project Management
Business » Strategy
History and Social Science » Politics » United States » Foreign Policy

Winning at New Products: Creating Value Through Innovation New Trade Paper
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Product details 408 pages Basic Books - English 9780465025787 Reviews:
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