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Winning at New Products Creating Value Through Innovation

ISBN-10: 0465025781
ISBN-13: 9780465025787
Edition: 4th 2011
Authors: Robert G. Cooper
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Description: For more than two decades, Winning at New Productshas served as the bible for product developers everywhere. In this fully updated and expanded edition, Robert G. Cooper demonstrates why consistent product development is so vital to corporate growth  More...

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Book details

List price: $34.50
Edition: 4th
Copyright year: 2011
Publisher: Basic Books
Publication date: 7/12/2011
Binding: Paperback
Pages: 408
Size: 6.25" wide x 9.25" long x 1.25" tall
Weight: 1.342
Language: English

For more than two decades, Winning at New Productshas served as the bible for product developers everywhere. In this fully updated and expanded edition, Robert G. Cooper demonstrates why consistent product development is so vital to corporate growth and how to maximize your chances of success. Winning at New Productscites the author's most recent research and 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.

Preface
The Innovation Challenge
The Challenge: How to Really Innovate
The Solution
The Four Innovation Vectors-the Innovation Diamond
New Products: The Key to Corporate Prosperity
Huge Amounts at Stake
Why So Much Innovation Today?
High Odds of Failure
Defining Newness and a �New Product�
The Path Forward
Why New Products Win
The Invisible Success Factors
Why New Products Fail to Yield the Profits They Should
Seven Critical Success Drivers
Building the Success Drivers into Your Playbook
Drivers of Success-Why the Best Innovators Excel
Seven Critical Success Drivers for the Business
Toward a Stage-Gate New-Product System
The Stage-Gate� Idea-To-Launch System
What Is Stage-Gate?
Seven Goals of a New-Product Idea-to-Launch System
How to Manage Risk
A Best-Practice New-Product System
An Overview of the Stage-Gate System
Debunking the Myths About Stage-Gate-What Stage-Gate Is Not!
Built-in Success Drivers
Next-Generation Stage-Gate�-How Companies Have Evolved and Accelerated the System
Global Inputs to Reinvent Stage-Gate
Scaled to Suit Different Risk Levels and Types of Projects
An Adaptable, Flexible, and Agile Process
Efficient, Lean, and No Waste
Metrics, Team Accountability, and Continuous Improvement
Stage-Gate for �Open Innovation�
Life Cycle Management and Stage-Gate
Automated Stage-Gate Systems
Common Errors in Designing a Next-Generation Stage-Gate System
Making It Work
Discovery-The Quest for Breakthrough Ideas
A Shortage of Blockbuster New-Product Ideas
Where to Start? A Product Innovation and Technology Strategy
Set Up an Idea Capture and Handling System
The Sources of the Best Ideas
Voice-of-Customer Methods
Strategic Methods for Generating Ideas
Open Innovation as a Major Source of Ideas
Technology Development and Fundamental Research-Changing the Basis of Competition
Patent Mapping
Getting Great Ideas from Your Own Employees
The Front-End Work-From Discovery to Development
The First Few Plays of the Game
On to Stage 1: Scoping
On to Stage 2: Build the Business Case
Undertake VoC Research: A User Needs-and-Wants Study
Do a Competitive Analysis
Revisit the Market Analysis-This Time in More Depth
Time for a Detailed Technical Investigation
Test the Concept with the Customer-Start the Spirals
Build In the Spirals
Business and Financial Analysis
Action Plans
On to Stage 3: Development
Picking the Winners-Investing in the Right Projects
It's Tough to Make the Right Investment Decisions
Project Selection Is But One Component of Portfolio Management
The Tools to Use for Effective Gates and Portfolio Reviews
Maximizing the Value of Your Portfolio
Strategic Portfolio Management
Integrating the Governance Elements: Gating, Portfolio Reviews, and Road Maps
Data Integrity
Popularity and Effectiveness of Portfolio Methods
Recommendations for Portfolio Management
Making the Gates Work-Gates with Teeth
Challenges at the Gates
Gates with Teeth-Learn to Drown Some Puppies
How Effective Gates Work
Tips and Hints in Gate Governance
Who Are the Gatekeepers?
How to Run Gates
Ways to Accelerate the Gates
Make the Gates Work!
Development, Testing, and Launch
Parallel Actions During Stage 3: Development
Seek Customer Input Throughout the Development Stage
Shortening Development Times
On to Stage 4: Testing and Validation
Go for Launch
The Final Play-Stage 5: Into the Market
Implementing Stage-Gate� In Your Business
Let's Go Do It
Designing and Implementing Stage-Gate
Laying the Foundation, an Innovation Performance Assessment
Designing (or Redesigning) Your Stage-Gate System
Implementing Stage-Gate-Change Management
Sustaining the Implementation Effort-Making It Stick
Ten Ways to Fail!
Moving Forward
The Benchmarker™ Audit Tool
The Navigator™ Stage-Gate System
Notes
Index

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