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Winning at New Products: Creating Value Through Innovation
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Kurzbeschreibung
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.
Über den Autor
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.
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Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis | Rückseite
Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis | Rückseite
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3 von 4 Kunden fanden die folgende Rezension hilfreich
Great Book for Innovators
10. Oktober 2011
Format:Taschenbuch|Von Amazon bestätigter Kauf
This book can guide all level of innovators from amateur to professional in NPD. It contains theory, concept, and practical guideline which it is very easy understanding for reader.
3 von 6 Kunden fanden die folgende Rezension hilfreich
Keeps Getting Better
16. August 2011
Format:Kindle Edition|Von Amazon bestätigter Kauf
I think I have every edition of this book since it has been published. With all the talk of Agile Product Development, I am still an advocate of the Stage Gating Process. The author explains how it can be scaled back for certain applications to make the gating process more agile.
I am presently working on building a Data Mart to support New Product Development (G1 -> G5) and Product Management processes (G5 -> G9). This book primarily focuses on "New Product" like the title says, however sometimes you have to focus on simply better managing the product you have in the marketplace!
I would like to see a expanded section (or new book) on better managing products from G5 to G9. I have been mapping out this process and it generally can be described as Post-Launch (Infancy Stage) to Maintenance Stage, to Refresh Stage (Renew Product Feature/Functionality or Pricing Changes) to Retirement Stage. We are trying to capture the metrics for products within a portfolio that can be automated into a Product Portfolio Heat Map.
Other than that I think this is a great book.
Gary E. Smith
I am presently working on building a Data Mart to support New Product Development (G1 -> G5) and Product Management processes (G5 -> G9). This book primarily focuses on "New Product" like the title says, however sometimes you have to focus on simply better managing the product you have in the marketplace!
I would like to see a expanded section (or new book) on better managing products from G5 to G9. I have been mapping out this process and it generally can be described as Post-Launch (Infancy Stage) to Maintenance Stage, to Refresh Stage (Renew Product Feature/Functionality or Pricing Changes) to Retirement Stage. We are trying to capture the metrics for products within a portfolio that can be automated into a Product Portfolio Heat Map.
Other than that I think this is a great book.
Gary E. Smith
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