Winning at New Products
Creating Value Through Innovation
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|Format:||Paperback, 448 pages, 4th Edition|
|Other Information: ||illustrations|
|Published In: ||United States, 28 July 2011|
This is the bible for product development, now revised for the changing market-place. For over two decades, "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. "Winning at New Products" cites the author's 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 making sound business decisions at every step-from idea generation to launch, including: picking the winners-making essential 'go' vs. 'kill' decisions; engaging customers in the pre-development discovery phase; evaluating your project portfolio; building in the voice of your customer; developing market launch plans; and, accelerating speed-to-market.
About the Author
Robert G. Cooper is Professor of Marketing at the Michael G. DeGroote School of Business, McMaster University in Canada, and ISBM Distinguished Research Fellow at Penn State University's Smeal College of Business Administration. He is the author of several books on product development and was made a Fellow of the Product Development and Management Association in 1999. He lives in Oakville, Ontario.
|Publisher: ||Basic Books|
|Dimensions: ||23.0 x 15.0 x 3.0 centimeters (0.52 kg)|