Winning At New Products: Creating Value Through Innovation($30.00Value)

Description

Developing true innovations and bold new products is a challenge in today's business environment, leading many companies to shift toward smaller, less ambitious innovation attempts. In this book, Dr. Cooper reveals the critical success factors in product innovation and outlines Stage-Gate®, the most widely-used roadmap for successfully launching new products to market. Cooper also brings key insights on picking the right projects, on how top innovators have adapted the Stage-Gate process, and how you can be ' Winning at New Products '. Dr. Cooper returns with this updated and expanded 4th edition, highlighting new research findings and revealing the best practices in product innovation. Cooper illustrates the differences that exist in innovation performance and teaches you the critical success factors your organization can be implementing today to achieve stellar performance. Discover Stage-Gate - the conceptual and operational map for moving new product projects from idea to launch - and learn how top performing companies have improved and evolved the system. Additionally, learn how to make smart decisions with your product portfolio and the methods and techniques that drive effective resource allocation and yield the right balance and mix of products. New products remain the key to corporate prosperity: learn how to implement these practices and achieve the bold innovations that drive corporate revenues, market shares, and bottom lines. Learn what distinguishes winning new products: The latest research findings on why new products fail - New-product project success factors that yield big winners - Drivers of success that distinguish successful innovators Develop and implement a 'winning playbook' for your organization: The Stage-Gate process: a world-class idea-to-launch product innovation system - Critical pre-development activities that dictate new-product success or failure - Development and testing actions that achieve a successful product launch Achieve the right balance and mix of development projects: Strategic portfolio management techniques to translate innovation strategy into reality - Resource allocation tools and methods to maximize the value of your product portfolio - Gatekeeping best practices to move good projects forward rapidly and effectively Yield positive innovation results by learning how Stage-Gate has been improved by top innovators: Scalable versions suited for different risk levels, sizes, and types of projects - Next-generation Stage-Gate systems for increased efficiency and continuous improvement - Tactical approaches to accelerate the Stage-Gate process "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 "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, Vice President of Innovation, Swarovski K.G. Stage-Gate ® has become the most widely used method for conceiving, developing, and launching new products in industry today. Stage-Gate is much more than a business process, however. The model was originally conceived by observing successful product developers as they drove bold and major innovations to market. Those early observations led to the conclusion that there was a "better way"--that some innovation teams and project leaders had intuitively figured it out. I tried to capture their secrets to success on paper, and so was born the Stage-Gate system. Thus, Stage-Gate is an idea-to-launch process, but one that encompasses a body of knowledge and best practices. Those best practices embedded within today's Stage-Gate are now based on studies of thousands of successful new-product developments and hundreds of companies, and reveal what the winners do differently from the rest.   The emphasis in this fourth edition of Winning at New Products is on bold innovation . I've watched as companies, a few industries excepted, have shifted their innovation efforts from true innovations and major projects to much smaller and less ambitious attempts over the last decade or so. It's somewhat disheartening to see what these companies are calling "innovation," versus what it should be. In some firms, product development has been totally trivialized - it's "renovation" rather than innovation. I hope this fourth edition does sound a wake-up call telling you that true innovation and bold product development is within your grasp. So let's get back to basics and to what made companies great in the