Winning at New Products: Creating Value Through Innovation

Paperback | July 12, 2011

byRobert G. Cooper

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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

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From the Publisher

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 p...

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.
Format:PaperbackDimensions:408 pages, 9.25 × 6.12 × 1.25 inPublished:July 12, 2011Publisher:Basic BooksLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0465025781

ISBN - 13:9780465025787

Appropriate for ages: 13

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