For more than two decades, Winning at New Products has 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 Products cites 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.

Table of Contents :

Chapter 1 The Innovation Challenge
Chapter 2 Why New Products Win
Chapter 3 Drivers of Success - Why The Best Innovators Excel
Chapter 4 The Stage-Gate Idea To Launch System
Chapter 5 Next Generation Stage Gate How Companies Have Evolved and Accelerated the System
Chapter 6 Discovery - The Quest for Breakthrough Ideas
Chapter 7 The Front End Work - From Discovery to Development
Chapter 8 Picking The Winners - Investing In The Right Projects
Chapter 9 Making The Gates Work - Gates With Teeth
Chapter 10 Development, Testing and Launch
Chapter 11 Implementing Stage-Gate - In Your Business