- Paperback: 336 pages
- Publisher: Perseus Books; illustrated edition edition (29 July 1999)
- Language English
- ISBN-10: 0738201561
- ISBN-13: 978-0738201566
- Product Dimensions: 23.3 x 15.4 x 2.2 cm
- Average Customer Review: 4.9 out of 5 stars See all reviews (8 customer reviews)
- Amazon Bestsellers Rank: 811,753 in Books (See Top 100 in Books)
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Product Description
Product Description
Successful strategies for winning the product development war. Product innovation is a high-risk war, the battles being fought both behind a companys doors and against the competition. But with all the effort companies exert to become product leaders, over a third of their new products still fail at launch, and many more never gain a profitable return. So what is it that product leaders like 3M, Merck, and Procter & Gamble know that allows them to continually lead the way with exceptional new products? In Product Leadership, Robert Cooper reveals the winners secrets, and offers managers an invaluable resource to help implement and oversee systematic high-quality new product processes; develop new product strategies; manage product portfolios; determine which products to kill and which to back with resources; and foster ingenuity to outperform the competition. Showcasing examples from the winners, Cooper demonstrates that it takes a commitment from all managers, including marketing, finance, R&D, and HR to triumph over the competition and become a leader in the new products war.
Inside This Book
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First Sentence
Companies everywhere are engaged in a new products war. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
Companies everywhere are engaged in a new products war. Read the first page
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Concordance
Browse Sample PagesConcordance
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews
Most Helpful Customer Reviews
2 of 2 people found the following review helpful
Format:Hardcover
Cooper's previous books have covered different aspects of the demanding task of managing the development and introduction of new industrial products. We heard he was preparing a slim volume suitable for high level general managers, and this is it. Cooper's writing ability guarantees an absorbing read, and his vast amount of practical experience in companies guarantees that you learn how to make the advice really work. My only criticism is that this book needs to be slimmer still for a generalist audience, though it does have key-point boxes running through.
1 of 1 people found the following review helpful
Format:Hardcover
Most reviews on this book concentrate on how to develop new products, but one should not underestimate the corporate value to the discipline inherent in the process. Cooper's Stage Gate forces the best out of the planners and keeps the momentum focused on winners. What it also does is make best use of R&D money so you can be sure these valuable dollars are constantly working hard for superior results. Even the Finance people can get on board this process quickly and enthusiastically.This is a must read for anyone involved in the strategic planning process no matter what the company.
1 of 1 people found the following review helpful
Format:Hardcover
Here is a book that concentrates on the senior managers (including the CEO) and their roles in the company's new product efforts. The contents include key factors for success, the new product development process, portfolio management and also new product strategy. Some of these topics have been covered in other books by Cooper. But here you'll find them in a condensed form. And most important: The book has many "Key points for management". These key points are very concrete actions the senior managers take to set the stage for a highly successful new product effort in their company.
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Most Recent Customer Reviews
Covers the key issues in new product management.
In a world where senior management has limited time to absorb a wide variety of new ideas, this book covers the key issues in new product management. Read more
Published on 2 Mar 1999
Covers the key topics in new product management.
In a world where senior management has limited time to absorb a wide variety of new ideas, Product Leadership provides an overview of the key issues in new product management. Read more
Published on 2 Mar 1999
Comprehensive guide to successful innovation management
This book provides you with all you need to know about implementing approaches designed to improve the business's new product performance. Read more
Published on 11 Feb 1999
Great guide for management of new product development
This is well worth a read by anyone, especially the senior manager, who wants to become a leader in product development. Read more
Published on 8 Feb 1999
Great guide for management of new product development
This is well worth a read by anyone, especially the senior executive, who wants to become a leader in product development. Read more
Published on 8 Feb 1999
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