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9780738204635

Winning at New Products : Accelerating the Process from Idea to Launch

by
  • ISBN13:

    9780738204635

  • ISBN10:

    0738204633

  • Edition: 3rd
  • Format: Paperback
  • Copyright: 2001-05-23
  • Publisher: Perseus Books Group

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Summary

For over a decade,Winning at New Productshas 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 Productscites 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.

Author Biography

Robert G. Cooper is a professor of marketing at McMaster University. Founder of the widely employed StageGate product development process, he lives in Oakville, Ontario. Scott J. Edgett is associate professor of marketing at McMaster University and director of the Product Development Institute. He lives in Ancaster, Ontario. Elko J. Kleinschmidt is professor of marketing and international business and director of the engineering and management program at McMaster University. He lives in Ancaster, Ontario.

Table of Contents

Pareface ix
Winning Is Everything
1(21)
New Products Warfare
1(3)
New Products: The Key to Corporate Prosperity
4(8)
Beating the Odds
12(1)
What's New About a New Product?
13(3)
Performance and Innovativeness
16(4)
An Introduction to the Game
20(2)
New Products: Problems and Pitfalls
22(28)
Skeletons in Our Closets
22(1)
Analyzing Failure
23(3)
Our Projects Studies: Why New Products Fail
26(5)
What Really Happens in Typical New Product Projects?
31(3)
A Step-by-Step Description
34(4)
Quality Is Missing
38(1)
Where the Resources Are Spent
39(6)
Problems and Pitfalls
45(3)
From Losers to Winners
48(2)
What Separates the Winners From the Losers?
50(33)
The Right Products Right
50(1)
The Keys to New Product Success
51(1)
Success Versus Failure
52(6)
Winners Versus Losers: More Recent New Prod Studies
58(12)
Benchmarking Studies of Best Practices
70(12)
What Makes a Winner?
82(1)
Lessons for Success: The Critical Success Factors
83(30)
Fifteen Critical Success Factors
83(29)
Toward a Stage-Gate™ New Product Process
112(1)
The New Product Process: The Stage-Gate™ Game Plan
113(41)
Stage-Gate™ Systems
113(2)
Seven Goals of a New Product Process
115(8)
Managing Risk
123(6)
The Stage-Gate™ Process
129(3)
An Overview of the Stage-Gate™ Process
132(10)
What the Stage-Gate™ Process Is Not!
142(2)
Built-in Success Factors
144(1)
Speeding Up the Process: The Third-Generation Process
145(6)
What About Fundamental Research Project or Platform Developments?
151(1)
Toward a Winning New Product Process
152(2)
Discovery: The Quest for Breakthrough Ideas
154(24)
The Discovery Stage: Ideation
154(2)
A Stategic Outlook---Look for Disruptions in Your Customer's Industry
156(3)
The Value of Scenarios
159(3)
Use Voice-of-Customer Research to Uncover New Opportunities
162(3)
Work with Lead or Innovative Customers
165(1)
Fundamental Research Breakthrougths---Changing the Basis of Competition
166(2)
Harness the Creative Ability of Your Entire Organization
168(2)
One Dozen More Ways to Get Great New Product Ideas
170(8)
The Early Game: From Discovery to Development
178(35)
On to Stage 1: Scoping
178(6)
On to Stage 2: Building the Business Case
184(28)
On to Development
212(1)
Picking the Winners: Effective Gates and Porffolio Management
213(39)
The Right Projects Right
213(3)
Three Approaches to Project Selection: A Quick Look
216(2)
Popularity, Strengths, and Weaknesses of Project Selection Methods
218(4)
A closer Look at Benefit Measurement Approaches
222(3)
A Closer Look at Economic Models
225(5)
Designing the Go/Kill Decision Points
230(6)
The Gatekeepers
236(2)
But It's More Than Just Project Selection
238(1)
Different Goals, Different Portfolio Tools
239(4)
Putting the Portfolio Tools to Work
243(8)
Just Do It!
251(1)
Development, Testing, and Validation
252(27)
On to Stage 3: Development
252(1)
Seek Customer Input Throughout the Development Stage
253(5)
Shortening Development Times
258(5)
Parallel Actions During Stage 3
263(2)
On to Stage 4: Testing and Validation
265(13)
Go for Launch
278(1)
The Final Play---Into the Market
279(31)
The Marketing Plan
279(2)
Setting Marketing Objectives
281(2)
The Situation Size-Up
283(4)
Defining the Target Market
287(5)
Product Strategy
292(3)
The Supporting Elements of the Market Launch Plan
295(6)
Advertising and Marketing Communications: Getting the Message Across
301(4)
Sales Force Decisions
305(1)
Other Supporting Strategies
306(1)
Marketing Planning and the Stage-Gate New Product Process
307(1)
The Final Step: The ``Financials,''
307(3)
Implementing the Stage-Gate New Product Process in Your Company
310(42)
Let's Implement Stage-Gate
310(7)
The Nature and Use of the New Product Process
317(5)
Designing and Implementing a Stage-Gate Process
322(2)
The Foundation: Defining the Process Requirements
324(5)
Detailed Desing of Your Stage-Gate Process
329(4)
Implementation
333(17)
Ten Ways to Fail!
350(1)
A Final Thought on Implementation
351(1)
A Product Innovation and Technology Strategy for Your Business
352(43)
Win the Battle, Lose the War?
352(1)
The Importance of a Product Innovation Strategy for Your Business
353(1)
What Is a Product Innovation Strategy?
354(2)
Why Have a Product Innovation Strategy at All?
356(1)
The Evidence in Support of Strategy
357(2)
The #2 Cornerstone of Performance: A Clear and Well-Communicated New Product Strategy for the Business
359(2)
Strategy Types: Prospectors, Analyzers, Defenders, Reactors
361(1)
Winning Product Innovation Strategies and Their Performance Impacts
362(8)
Developing a Product Innovation Strategy for Your Business: Setting Goals
370(3)
Defining Target Arenas for Your Business
373(12)
Prioritizing: Defining the Spending Splits
385(1)
Developing Attack Plans
386(4)
Key Points for Management
390(1)
Putting Your Product Innovation Strategy to Work
391(1)
Some Final Thoughts on New Product Strategy
392(3)
Appendix A ProBE Benchmarking Tool 395(2)
Appendix B The NewProd™ Model 397(2)
Notes 399(14)
Index 413

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The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

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