This is the bible for product development, now revised for the
changing market-place. For over two decades, "Winning at New
Products" has served as the bible for product developers
everywhere. In this fully updated and expanded edition, Robert
Cooper demonstrates with compelling evidence 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 at
such industry leaders as 3M, Exxon Chemical, and Guinness 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, including:
picking the winners-making essential ''go'' vs. ''kill'' decisions;
engaging customers in the pre-development discovery phase;
evaluating your project portfolio; building in the voice of your
customer; developing market launch plans; and, accelerating
speed-to-market.
關於作者：
Robert G. Cooper is Professor of Marketing at the Michael G.
DeGroote School of Business, McMaster University in Canada, and
ISBM Distinguished Research Fellow at Penn State University''s Smeal
College of Business Administration. He is the author of several
books on product development and was made a Fellow of the Product
Development and Management Association in 1999. He lives in
Oakville, Ontario.
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