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.