Winning at New Products

This is the bible for product development, now revised for thechanging market-place. For over two decades, "Winning at NewProducts" has served as the bible for product developerseverywhere. In this fully updated and expanded edition, RobertCooper demonstrates with compelling evidence why consistent productdevelopment is so vital to corporate growth and how to maximizeyour chances of success. "Winning at New Products" cites theauthor's most recent research and showcases innovative practices atsuch industry leaders as 3M, Exxon Chemical, and Guinness topresent a field-tested game plan for achieving product leadership.Cooper outlines specific strategies for making sound businessdecisions at every step-from idea generation to launch, including:picking the winners-making essential 'go' vs. 'kill' decisions;engaging customers in the pre-development discovery phase;evaluating your project portfolio; building in the voice of yourcustomer; developing market launch plans; and, acceleratingspeed-to-market.