Winning At New Products: Creating Value Through Innovation

by Robert G. Cooper

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

Genres: Business, Nonfiction, Professional Development, Design

448 pages, Paperback

First published July 12, 2011

About the author

Dr. Robert G. Cooper is a leading authority on innovation and new product development, best known for pioneering the Stage-Gate idea-to-launch process now used by most major corporations. He has spent decades researching thousands of product initiatives, shaping global innovation practices. A widely sought-after speaker and consultant, he has authored more than 100 academic articles and eleven books, including Winning at New Products. He is Professor Emeritus at McMaster University and a Distinguished Fellow at Penn State University.

Reviews

[Tealia]

This is a very heavy university textbook. It has a ton of amazing insight, lists, examples and tested theories. It is repetitive but you will memorize the important parts!

If you aren't running or planning to run a giant company, you can probably skip or skim a few chapters and focus more on the idea generation and action plan.

Great gems but it mainly revolves around having a fortune 500 company or grossing half a billion a year in sales to really put alot of these projects and plans to action.

[Nicole Stowe]

This is a great fundamentals book but it’s long winded and could have been about half the length.

[Vince]

I found Cooper's previous (3rd) edition quite useful in protyping Stage-Gate processes for product development.

I haven't finished this - as it's in many ways more of a reference than a read. But I like what I've read.

[Kate]

Do not compare anything to drowning puppies unless it is as horrible as drowning puppies, but choosing to not go ahead with a project is not that horrible. And it is not how you keep the dog population in check. The author needs better metaphors.

[Andrés D'silva]

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