Is your company winning at new products?

Getting high-quality new products to market on time is one of the most difficult aspects of succeeding in business today. This breakthrough book, Winning at New Products, empowers product innovation managers to create and execute a winning game plan for launching innovative and market-driven new products.

The 3^rd edition of Dr. Cooper’s book is updated with new research findings and is substantially expanded to include recent techniques used by companies of all sizes and industries world-wide. Discover how top performing companies approach product innovation differently to achieve consistent business results.

Stage-Gate: Your Roadmap to New Product Success

• Understand what separates winning products from losers
• Discover what drives new product performance and why
• Implement an effective Idea-To-Launch Stage-Gate Process
• Re-discover the critical role of the decision-makers
• Benefit from numerous examples and samples of scoring models and metrics
• Learn how cross-functional teams need to work together throughout the entire process
• Find out how leading companies generate blockbuster new products
• Understand the benefits ‘front-end loading’ the process with sound business, marketing and customer oriented activities can have on performance results.

A ‘Must Read’ for people in these roles:

• Business executives responsible for leading product innovation performance results
• Managers responsible for implementing new product/new revenue generation systems
• Product, Marketing, Engineering and Manufacturing/Operations Managers
• Cross functional product innovation teams
• Process managers, project leaders and team members.

Keywords: new products, idea-to-launch system, new product development, Stage-Gate, superior products, critical success factors, customer needs, voice of customer, business case development, business analysis, market research, technical evaluation, testing and validation, market launch, speed-to-market, product failures, product planning, project selection, portfolio management, portfolio reviews, Gates, Stages, process manager role, resource allocation, return on investment, new product research, implementation.

Key Topics:

• The 15 critical success factors to win at new products
• Why new products are key to corporate prosperity
• Research on why new products fail: problems and pitfalls (NewProd Study™)
• Results of product innovation process best practice Benchmarking studies
• How to screen for winning products earlier in the process
• The Stage-Gate product innovation process – overview and details
• Critical cross-functional activities
• Implementing a Stage=Gate Process at your company
• Developing a Product Innovation and Technology Strategy for your business.

Companies referenced: AT&T, BF Goodrich, Chempro, Exxon Mobil Chemical, Guinness, Hewlett Packard, LEGO Company, The Thompson Corporation, Nortel Network, Telenor, Reckitt-Benckiser, SC Johnson, Dofasco, PECO Energy, Bayer, Toray Chemical, Kennametal, Royal Bank of Canada, Glaxo Wellcome, Procter & Gamble, Wavin, Rohm and Haas, DuPont, 3M, Kodak, Black & Decker, Lucent, Daimler Chrysler, Cargill, ING, Pillsbury, GM, Hallmark, Hilti, Mead Johnson, NASA, Corning Glass, Dow Corning.

About the Author

Dr. Robert Cooper

Dr. Robert G. Cooper is one of the most influential innovation thought leaders in the business world today. He pioneered the original research that led to his many groundbreaking discoveries including the Stage-Gate Idea-to-Launch Process. Now implemented by almost 80% of North American companies, it is considered to be one of the most important discoveries in the field of innovation management. He has spent more than 30 years studying the practices and pitfalls of 3,000+ new product projects in hundreds of companies and has assembled the world’s most comprehensive research on the topic. His presentations and practical consulting advice have been widely applauded by corporate and business event audiences throughout the world making him one of the most sought-after speakers.

A prolific author, he has published more than 100 academic articles and eleven books, including the best selling Winning at New Products, 3rd Edition. He is the recipient of numerous prestigious awards including the Crawford Fellow from the Product Development and Management Association (PDMA) and the Maurice Holland Award from the Industrial Research Institute (IRI). Dr. Cooper is a Professor Emeritus of Marketing and Technology Management at the Michael G. DeGroote School of Business at McMaster University in Ontario, Canada and Distinguished Fellow at the Institute for the Study of Business Markets (ISBM) at Penn State University in Pennsylvania, USA.