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For more than two decades,  Winning at New Products  has served as the bible for product developers everywhere. Robert G. Cooper demonstrates why consistent product development is vital to corporate growth and how to maximize your chances of success. Citing the author's most recent research, Winning at New Products 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. This fully updated and expanded edition is an essential resource for product developers around the world.
 "This is a must read. There's so much new in this book, from how to generate the breakthrough ideas, picking the winners, and driving them to market successfully." -- Philip Kotler, Professor of International Marketing, Northwestern University, Kellogg School of Management    Read more

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For more than two decades,  Winning at New Products  has served as the bible for product developers everywhere. Robert G. Cooper demonstrates why consistent product development is vital to corporate growth and how to maximize your chances of success. Citing the author's most recent research, Winning at New Products 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. This fully updated and expanded edition is an essential resource for product developers around the world.
 "This is a must read. There's so much new in this book, from how to generate the breakthrough ideas, picking the winners, and driving them to market successfully." -- Philip Kotler, Professor of International Marketing, Northwestern University, Kellogg School of Management    Read more

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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 prosperity: 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 products:   The latest research findings on why new products fail  New-product project success factors that yield big winners  Drivers of success that distinguish successful innovators  Develop and implement a 'winning playbook' for your organization:   The Stage-Gate process: a world-class idea-to-launch product innovation system   Critical pre-development activities that dictate new-product success or failure  Development and testing actions that achieve a successful product launch  Achieve the right balance and mix of development projects:   Strategic portfolio management techniques to translate innovation strategy into reality  Resource allocation tools and methods to maximize the value of your product portfolio  Gatekeeping best practices to move good projects forward rapidly and effectively  Yield positive innovation results by learning how Stage-Gate has been improved by top innovators:   Scalable versions suited for different risk levels, sizes, and types of projects  Next-generation Stage-Gate systems for increased efficiency and continuous improvement  Tactical approaches to accelerate the Stage-Gate process    Read more

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