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 Winning at New Products: Accelerating the Process from Idea to Launch, Third Edition :: 0738204633
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| The landmark book that defines successful product development-revised, updated, and expanded for the next generation of product leaders. For over a decade, Winning at New Products has served as the bible for product developers everywhere. In this fully updated and expanded edition, Robert Cooper demonstrates with compelling evidence why consistent product development is so vital to corporate growth and how to maximize your chances of success. By any measure, most product concepts never make it to market, and of those that do, most fail. Winning at New Products cites the most recent research and showcases innovative practices at such industry leaders as 3M, Exxon Chemical, and Guinness to present a field-tested game plan for achieving product leadership. Cooper outlines specific strategies for assessing risk, marshalling the appropriate resources, engaging customers in the pre-development discovery phase, evaluating your project portfolio, ensuring true cross-functional collaboration, and, most importantly, applying a rigorous process for making sound business decisions at every step-from idea generation to launch. Editorial Descriptions are usually submitted by the manufacturers, publishers and authors. Contact us if you are one of them, and wish to change the above description. |
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Author: Guest
The book introduces the Stage-Gate process by its author. The Stage-Gate is a process for disciplined innovation used to move ideas to commercial products. The process basically divides the new product process into five main stages: Scoping, Building Business Case, Development, Testing and Validation, and Launch. Before each Stage there is a Gate that opens the door for more investment and commitment. The process seems common sense at first but the research and studies behind it flesh it out with invaluable tips and checklists that build your confidence to adopt them in your own domain. The book is full of diagrams, tables and charts that help you understand important studies and concepts.
On the downside, I found little details on the Gates, the focus is primarily on the Stages. I also think the book is little bit lengthy for the amount of wisdom embedded, I found many of the concepts repeated throughout, some might consider this a plus as it helps emphasizing the concepts. I also think that some of the the studies should have been moved to an appendix to make the reading flow smoother. . Finally, the book could have been structured differently; for example, chapter 12 (Product Innovation and Technology Strategy) and chapter 8 (Portfolio Management) could have been (at least partially) moved earlier in the book.
Overall, I think the book is a great value, I found it useful as my first product management reading, it is easy to read and follow.The book is a recommended reading by the Product Management Association.
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Author: Guest
The author is obviously a big believer in the "tell the reader what you are going to teach them, tell them in more detail and then tell them what you've told them".
If you are a numbers and figures person that wants to see proof and likes the same information reiterated, then you will love this book. It references many studies and uses a lot of graphs to support their theories.
If, on the other hand, you a big-picture person and you prefer information in a story format then this book is going to be a long, tedious book to read and you will likely start skimming very early in the book.
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Author: Guest
This book turned out to be not unlike most other books out there on the subject of New Product Development. I guess I was looking for something different, something more Power Point in Style, even if it were in black and white. I took it with me to the mountains to read on a three day vacation, but it was a struggle to get through it. My background is Industrial Design and I am always interested in books like this. It just was not my cup of tea.
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Author: Guest
Its a book for practitioners. Very well written and really easy to read.
If you are serious about product development, you can't really miss this book.
Have fun !!
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Author: Guest
Dr. Cooper has provided an excellent and easy to understand process for guiding organizations from ideation to launch of successful new products. Although many of the steps are intuitive, the framework suggests that if the checklist for each of the five gates is followed, an organization can fill that it has done its homework and can proceed confidently in making go-no go decisions. I am using this text in my graduates school courses at Mercy College and in lectures for student seminars organized by the Direct Marketing Association. A great read for everyone in new product development roles.
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