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Winning at New Products: Accelerating the Process from Idea to Launch, Third Edition Paperback – June 5, 2001


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Winning at New Products: Accelerating the Process from Idea to Launch, Third Edition + The PDMA Handbook of New Product Development
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Product Details

  • Paperback: 416 pages
  • Publisher: Basic Books; 3rd edition (June 5, 2001)
  • Language: English
  • ISBN-10: 0738204633
  • ISBN-13: 978-0738204635
  • Product Dimensions: 9.3 x 6.1 x 1.3 inches
  • Shipping Weight: 1.4 pounds
  • Average Customer Review: 3.9 out of 5 stars  See all reviews (28 customer reviews)
  • Amazon Best Sellers Rank: #69,215 in Books (See Top 100 in Books)

Editorial Reviews

About the Author

Robert G. Cooper is a professor of marketing at McMaster University. Founder of the widely employed StageGate product development process, he lives in Oakville, Ontario. Scott J. Edgett is associate professor of marketing at McMaster University and director of the Product Development Institute. He lives in Ancaster, Ontario. Elko J. Kleinschmidt is professor of marketing and international business and director of the engineering and management program at McMaster University. He lives in Ancaster, Ontario.

More About the Author

Dr. Robert G. Cooper is one of the most influential innovation thought leaders in the business world today. He pioneered the original research that led to his many groundbreaking discoveries including the Stage-Gate Idea-to-Launch Process. Now implemented by almost 80% of North American companies, it is considered to be one of the most important discoveries in the field of innovation management. He has spent more than 30 years studying the practices and pitfalls of 3,000+ new product projects in hundreds of companies and has assembled the world's most comprehensive research on the topic. His presentations and practical consulting advice have been widely applauded by corporate and business event audiences throughout the world making him one of the most sought-after speakers.

A prolific author, he has published more than 100 academic articles and eleven books, including his latest book Winning at New Products: Creating Value Through Innovation, 4th Edition. He is the recipient of numerous prestigious awards including the Crawford Fellow from the Product Development and Management Association (PDMA) and the Maurice Holland Award from the Industrial Research Institute (IRI). Dr. Cooper is a Professor Emeritus of Marketing and Technology Management at the Michael G. DeGroote School of Business at McMaster University in Ontario, Canada and Distinguished Fellow at the Institute for the Study of Business Markets (ISBM) at Penn State University in Pennsylvania, USA.

Customer Reviews

Very well written and really easy to read.
Gursharan Kang
Dr. Cooper has provided an excellent and easy to understand process for guiding organizations from ideation to launch of successful new products.
Kenneth G. Kraetzer
I did not expected too much from the book, but it was better than I expected, except for some parts of it.
Bas Vodde

Most Helpful Customer Reviews

106 of 107 people found the following review helpful By Bradley A. Swope on November 14, 2001
Format: Paperback
REVIEW: (Rev of 2nd edition) It is now widely accepted that innovation is a core competence that is required by nearly all organizations. As a result, many companies have been very successful at generating new innovations. However, generating innovations is just the first step and an excess of innovations in many companies has created a need for good management processes to deal with them. These are the issues addressed by this book and there may be no other place where these issues are addressed as thoroughly and well as here. The author provides a thorough review and analysis of each step of the development process from idea to commercial launch. While the book can be slow reading at times, I firmly believe the author's method of separating the process into stages and providing screening mechanisms between the stage are excellent advice. Following these methods should lead to: (1) accelerated product development, (2) increased success rate of new products, and (3) a more effective and efficient new products development process. Accordingly, the book should be especially useful to those managers responsible for portfolios of new products. If this is you, this book is highly recommended.
STRENGTHS: The book provides a very thorough review and analysis of the new product development process from innovation through to launch. The author has done a very thorough review of the research in this field and the book does an excellent job of citing other material. The book also contains an appropriate use of graphics for illustrating some points.
WEAKNESSES: While the book doesn't focus on any particular industry, its teachings are probably most applicable to more traditional product companies (e.g. P&G, DuPont).
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17 of 18 people found the following review helpful By J. Groen VINE VOICE on February 8, 2005
Format: Paperback Verified Purchase
Bob Cooper, the author of this book, is the originator of the stage-gate approach to new product development, and is recognized as such by the federal government who registered this phrase under his company. He initially described the approach in a couple of excellent articles written in the late 1970s but this book, first written in the late 1980s and updated twice since, is really the best source for the stage-gate process. Although his writing can be dry and his tone preachy, you can't argue with the base information and the conclusions. He studied 3000 new products in hundreds of companies to identify what separates the winners from the losers in new products, and stage-gates are one of the keys, along with cross-functional teams and a clear understanding of the customer's needs. Today over 96% of companies in a recent survey use stage-gates, and the best at bringing new products to market, the organizations that are the most profitable and growing the fastest, do it well. This book lays out how to do it well. If you want to install a stage-gate process, and you need to, if your company doesn't have one, this is your best source.
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10 of 10 people found the following review helpful By Rolf Dobelli HALL OF FAME on June 3, 2004
Format: Paperback
New products accelerate consumerism and a truly innovative launch can re-ignite corporate balance sheets, but new product attrition is high. For every seven new product ideas floated, about four enter development, one and a half are launched and only one succeeds (25% to 45% of new products flop). Yet intrepid corporations innovate and live to recount their tales to happy shareholders. The book presents every conceivable detail of the launch process - evaluation, management, best practices, game plans and even the seemingly impossible, incorporating new ideas into corporate thinking. So, what are the shortcomings? Well, there's not enough service industry info and there is too much redundancy. Processes are listed, sub-processes are listed and sub-sub-processes, until the reader gets lost in lists and stages. Still, if you retain the energy to try, this book provides the theoretical and operational framework for launching new products. All you need is that billion dollar idea. We recommend this book to idea people in marketing, technology, R & D and sales.
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23 of 31 people found the following review helpful By Timothy T. Sullivan on January 11, 2000
Format: Paperback
Cooper does a great job presenting the value of his "stage gate" system for developing and launching new products while minimizing risk of failure. A bit academic, but useful advice for all product managers in any industry.
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3 of 3 people found the following review helpful By N. S. Rothman on August 22, 2005
Format: Paperback
The person who first described the "stage-gate" process presents an excellent and in-depth discussion of the product development process and how companies are successful with new products. Each stage and gate are expanded with excellent detail and clear presentation. I found it to be an excellent reference and an accompanying text for a class I am teaching in engineering management.
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5 of 6 people found the following review helpful By NPD guy on September 21, 2008
Format: Paperback
The book reads like a graduate student paper, very heavy on citation of the theories in technology management, very light on original research. A typical statement in the book would be "this theory, backed by our extensive research)" proceeding to just quote the original theory. The book does not provide any eye-openers about winning in today's marketplace, but rather summarizes existing theories, like stage gate, house of quality, development funnel, etc.. It lacks the depth in any particular subject, and perhaps could be a good overview for somebody, just not sure who.
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