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 classic book remains the 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
Basic Books; September 2017
- ISBN: 9780465093335
- Read online, or download in secure ePub format
- Title: Winning at New Products
- Author: Robert G. Cooper
Imprint: Basic Books
In The Press
"Winning at New Products by Robert G. Cooper has a clear place on your book shelf and will be most helpful in your innovation battles to explain the many in-built limitations to others less informed yet involved in the decision process."—InnovationManagement.se
About The Author
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.