Winning At New Products
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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...
Published By Basic Books
Format Paperback
Category
Number Of Pages 448
Publication Date 09/19/2017
ISBN 9780465093328
Dimensions 6 inches x 9 inches
"[Winning at New Products] has been a mainstay of product-development literature for fifteen years."—Journal of Product Innovation Management
"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
"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 Emeritus of Marketing, Northwestern University, Kellogg School of Management
"This book is an invaluable guide...It's full of best practices, practical methods and real-world illustrations that demonstrate how to succeed at product and service innovation."—Dick Arra, Chief Technology Officer, ITT Corporation
"This book provides insights into the new approaches and offers very useful guidelines for creating a powerful innovation setting in your organization."—Hannes Erler, Former Vice President of Innovation, Swarovski K.G.