- Paperback: 448 pages
- Publisher: Basic Books; 2nd Revised edition edition (3 May 2001)
- Language English
- ISBN-10: 0738204633
- ISBN-13: 978-0738204635
- Product Dimensions: 23.6 x 15.4 x 3.2 cm
- Average Customer Review: 4.0 out of 5 stars See all reviews (2 customer reviews)
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Amazon Bestsellers Rank:
350,261 in Books (See Top 100 in Books)
- #76 in Books > Business, Finance & Law > Sales & Marketing > Product Management
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Product Description
Product Description
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.
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Corporations everywhere are engaged in a new products war. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
Corporations everywhere are engaged in a new products war. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews
Most Helpful Customer Reviews
6 of 8 people found the following review helpful
Format:Paperback
New products accelerate consumerism and a truly innovative launch can re-ignite corporate balance sheets, but new product attrition is high. For every seven new product ideas floated, about four enter development, one and a half are launched and only one succeeds (25% to 45% of new products flop). Yet intrepid corporations innovate and live to recount their tales to happy shareholders. The book presents every conceivable detail of the launch process - evaluation, management, best practices, game plans and even the seemingly impossible, incorporating new ideas into corporate thinking. So, what are the shortcomings? Well, there's not enough service industry info and there is too much redundancy. Processes are listed, sub-processes are listed and sub-sub-processes, until the reader gets lost in lists and stages. Still, if you retain the energy to try, this book provides the theoretical and operational framework for launching new products. All you need is that billion dollar idea. We recommend this book to idea people in marketing, technology, R & D and sales.
Format:Paperback
There is no denying the contents of this book will be of interest to anyone in R&D, Marketing or NPD Project Teams wishing to gain an all round knowledge of New Product Development, particulaly the trade marked Stage-Gate Process. However, it is midly amusing/irritating that the book is littered with spelling mistakes and typos. If the book had been through the relevant screening processes, cited in the book I'm sure these would not have survived the book launch. Oh the irony.
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
24 reviews
104 of 105 people found the following review helpful
Thorough Textbook for Serious New Products Dev. Managers
15 Nov 2001
Format:Paperback
REVIEW: (Rev of 2nd edition) It is now widely accepted that innovation is a core competence that is required by nearly all organizations. As a result, many companies have been very successful at generating new innovations. However, generating innovations is just the first step and an excess of innovations in many companies has created a need for good management processes to deal with them. These are the issues addressed by this book and there may be no other place where these issues are addressed as thoroughly and well as here. The author provides a thorough review and analysis of each step of the development process from idea to commercial launch. While the book can be slow reading at times, I firmly believe the author's method of separating the process into stages and providing screening mechanisms between the stage are excellent advice. Following these methods should lead to: (1) accelerated product development, (2) increased success rate of new products, and (3) a more effective and efficient new products development process. Accordingly, the book should be especially useful to those managers responsible for portfolios of new products. If this is you, this book is highly recommended.
STRENGTHS: The book provides a very thorough review and analysis of the new product development process from innovation through to launch. The author has done a very thorough review of the research in this field and the book does an excellent job of citing other material. The book also contains an appropriate use of graphics for illustrating some points.
WEAKNESSES: While the book doesn't focus on any particular industry, its teachings are probably most applicable to more traditional product companies (e.g. P&G, DuPont). Also, (and this maybe an unfair comment for a book targeted at products) the book probably isn't that helpful for innovations in services which may be even more important in modern companies than product innovation (e.g. GE and IBM are currently pushing services). Another concern, the book is fairly "textbook like" and only those seriously interested in the subject may find it easy/enjoyable to read. Some passages seem to drag on and I often wished the author would have been more concise and not tried to so thoroughly justify every point.
WHO SHOULD READ THIS BOOK: Product development managers, new business managers, and others responsible for bringing innovations to market should read this book. Those responsible for _portfolios_ of new products/innovations may especially find this book useful.
ALSO CONSIDER: Jeffrey A Timmons - New Venture Creation; Guy Kawasaki - Rules for Revolutionaries; Peter F. Drucker - Innovation & Entrepreneurship
17 of 18 people found the following review helpful
The Father of the Stage-Gate Approach Speaks
9 Feb 2005
Format:Paperback|Amazon Verified Purchase
Bob Cooper, the author of this book, is the originator of the stage-gate approach to new product development, and is recognized as such by the federal government who registered this phrase under his company. He initially described the approach in a couple of excellent articles written in the late 1970s but this book, first written in the late 1980s and updated twice since, is really the best source for the stage-gate process. Although his writing can be dry and his tone preachy, you can't argue with the base information and the conclusions. He studied 3000 new products in hundreds of companies to identify what separates the winners from the losers in new products, and stage-gates are one of the keys, along with cross-functional teams and a clear understanding of the customer's needs. Today over 96% of companies in a recent survey use stage-gates, and the best at bringing new products to market, the organizations that are the most profitable and growing the fastest, do it well. This book lays out how to do it well. If you want to install a stage-gate process, and you need to, if your company doesn't have one, this is your best source.
9 of 9 people found the following review helpful
Insightful!
3 Jun 2004
Format:Paperback
New products accelerate consumerism and a truly innovative launch can re-ignite corporate balance sheets, but new product attrition is high. For every seven new product ideas floated, about four enter development, one and a half are launched and only one succeeds (25% to 45% of new products flop). Yet intrepid corporations innovate and live to recount their tales to happy shareholders. The book presents every conceivable detail of the launch process - evaluation, management, best practices, game plans and even the seemingly impossible, incorporating new ideas into corporate thinking. So, what are the shortcomings? Well, there's not enough service industry info and there is too much redundancy. Processes are listed, sub-processes are listed and sub-sub-processes, until the reader gets lost in lists and stages. Still, if you retain the energy to try, this book provides the theoretical and operational framework for launching new products. All you need is that billion dollar idea. We recommend this book to idea people in marketing, technology, R & D and sales.
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