Winning at New Products: Creating Value Through Innovation

For more than two decades, Winning at New Products has served as the bible for product developers everywhere. Robert G. Cooper demonstrates why consistent product development is vital to corporate growth and how to maximize your chances of success. Citing the author's most recent research, Winning at New Products showcases innovative practices by industry leaders 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. This fully updated and expanded edition is an essential resource for product developers around the world.

This is a must read. There's so much new in this book, from how to generate the breakthrough ideas, picking the winners, and driving them to market successfully. -- Philip Kotler, Professor of International Marketing, Northwestern University, Kellogg School of Management

Author: Robert G. Cooper
Publisher: Basic Books
Published: 09/19/2017
Pages: 448
Binding Type: Paperback
Weight: 0.90lbs
Size: 9.00h x 6.00w x 1.20d
ISBN13: 9780465093328
ISBN10: 0465093329
BISAC Categories:
- Business & Economics | Marketing | Research
- Business & Economics | Research & Development
- Design | Product

About the Author
Dr. Robert G. Cooper is ISBM Distinguished Research Fellow at Pennsylvania State University and Professor Emeritus at McMaster University in Canada. The author of several books, he is a fellow of the Product Development and Management Association since 1999.