Winning at New Products: Creating Value Through Innovation
ISBN: 0465093329
EAN13: 9780465093328
Language: English
Pages: 448
Dimensions: 1.00" H x 9.00" L x 6.00" W
Weight: 1.00 lbs.
Format: Paperback
Publisher: Basic Books

Winning at New Products: Creating Value Through Innovation

Book Overview
A fully updated edition of the classic business reference book on product development from a world renowned innovation management scholar 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