Winning at New Products: Creating Value Through Innovation and over one million other books are available for Amazon Kindle. Learn more
  • List Price: $29.99
  • Save: $12.86 (43%)
FREE Shipping on orders over $35.
In Stock.
Ships from and sold by
Gift-wrap available.
+ $3.99 shipping
Used: Very Good | Details
Condition: Used: Very Good
Comment: Former Library book. Great condition for a used book! Minimal wear. 100% Money Back Guarantee. Shipped to over one million happy customers. Your purchase benefits world literacy!
Sell yours for a Gift Card
We'll buy it for $4.13
Learn More
Sell It Now
Have one to sell? Sell on Amazon
Flip to back Flip to front
Listen Playing... Paused   You're listening to a sample of the Audible audio edition.
Learn more
See all 2 images

Winning at New Products: Creating Value Through Innovation Paperback – July 12, 2011

See all 3 formats and editions Hide other formats and editions
Amazon Price New from Used from
"Please retry"
"Please retry"
$14.88 $13.13

Best Books of the Year
See the Best Books of 2014
Looking for something great to read? Browse our editors' picks for 2014's Best Books of the Year in fiction, nonfiction, mysteries, children's books, and much more.

Frequently Bought Together

Winning at New Products: Creating Value Through Innovation + Portfolio Management For New Products: Second Edition
Price for both: $56.68

Buy the selected items together

Best Books of the Month
Best Books of the Month
Want to know our Editors' picks for the best books of the month? Browse Best Books of the Month, featuring our favorite new books in more than a dozen categories.

Product Details

  • Paperback: 408 pages
  • Publisher: Basic Books; Fourth Edition edition (July 12, 2011)
  • Language: English
  • ISBN-10: 0465025781
  • ISBN-13: 978-0465025787
  • Product Dimensions: 6 x 0.9 x 9.3 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.1 out of 5 stars  See all reviews (13 customer reviews)
  • Amazon Best Sellers Rank: #25,721 in Books (See Top 100 in Books)

Editorial Reviews


"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.

From the Author

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 first place: The success drivers outlined in the first few chapters and the Stage-Gate system are all based on bolder innovation--let's use them!
The first edition of this book was published in 1986, before I had even begun to use the term "stage-gate." That first book reported the results of a number of research studies that colleagues and I had undertaken on new-product success and failure. And it proposed the use of a systematic idea-to-launch business process for the first time. To my surprise, the book had a profound impact on the way many companies approached product development, and firms such as P&G, DuPont, and Exxon Chemicals immediately embraced the concept of my stage-and-gate system.
But those were the early days of management of the innovation process. More research was undertaken, including some that focused on these early adopters of Stage-Gate. More success factors were uncovered in our NewProd research series and in our major benchmarking studies that followed; and more experiences were gained with the use of Stage-Gate methods (I first used the term "Stage-Gate" in an article that appeared in the Journal of Marketing Management in 1988). And so the second edition was published in 1993. It went on to become the bible for those businesses trying to overhaul their new-product process and implement Stage-Gate. And the third edition in 2000 continued the tradition, but with an emphasis on accelerating idea-to-launch.
This current edition is more than a simple updating of the third edition, however. There is much that is new in it. Some years have passed since I wrote the previous edition, and much more has been learned. Colleagues and I have undertaken major benchmarking studies to uncover and validate best practices in product innovation methods, portfolio management, strategy development, and idea generation. Some practices were well known and our work served to validate them and quantify their effects; but others are new. These new research avenues and their findings have been incorporated into this current book. Additionally, we now have much more experience and insight into the installation of Stage-Gate in leading firms worldwide. And these new insights have also been built into the current edition.
But there's another reason for this new book: Stage-Gate itself has evolved and morphed--it's an evergreen process, not because of my colleagues and me and our research, but because of the many users globally! In other words, inputs from many people and firms--open innovation--have helped to redefine Stage-Gate. With thousands of users globally, it's inevitable that new twists, approaches, and methods are uncovered, tested, proven, and incorporated into their idea-to-launch systems. Stage-Gate is now faster and more streamlined: Many firms have borrowed the concepts of lean manufacturing and built these into Stage-Gate. The next-generation Stage-Gate process, or elements of it, has been implemented by a number of firms. Portfolio management has been integrated with gating methods, and the concepts of "lean gates" and "gates with teeth" have been fashioned into the system in order to make sharper and more effective investment decisions. And Stage-Gate approaches have even been extended to other types of projects, including technology developments. And there's more: Stage-Gate has been made more adaptive, agile, and flexible; it's been modified to suit the new world of open innovation; and it's been automated. So much that's new makes today's Stage-Gate hardly recognizable to early adopters of the original process!
A number of people have provided insights, guidance, content, and encouragement in the writing of this new book. A close colleague is Scott Edgett. Scott is recognized as a leading researcher in the field of innovation management and was a co-researcher and co-author of the series of research studies, reports, and articles on the topic of portfolio management and benchmarking best practices. He is also a director and CEO of the Product Development Institute Inc. Elko J. Kleinschmidt is both a longtime colleague and friend. He and I have undertaken many research studies over the years, and many are referenced in this edition. The folks at Stage-Gate International, who are the professionals who implement Stage-Gate in firms globally, are a constant source of new thinking and validation of concepts. In particular, I thank Michelle Jones, vice president at Stage-Gate International, for insights and materials regarding implementation.
Several other people merit special attention. Jens Arleth in Denmark is managing director of Innovation Management U3 in Copenhagen, a consulting firm that specializes in Stage-Gate and portfolio management. He has introduced these concepts into Scandinavia, where they are now employed at leading firms throughout the region. He is also the co-developer of the ProBE diagnostic tool, the predecessor to Benchmarker™ (in Appendix A). Angelika Dreher and Peter Fuerst, managing partners at Five I's Innovation Management in Austria, have taken up the challenge of implementing Stage-Gate in German-speaking countries and have provided insights and examples that have found their way into this book. Gerard Ryan, managing director of Prodex Systems in Australia, implements Stage-Gate and automation software for the system in Australia and New Zealand, and also provided many useful insights and experiences.
Direct assistance was provided by several people: I would also like to thank my publisher, John Sherer of Basic Books (Perseus Books), who provided encouragement and adeptly steered the progress of this book from inception to launch. And thanks to Michelle Welsh-Horst, senior project editor, Perseus Books Group, for ensuring that this book came to press so efficiently and effectively. And I especially thank Michele Wynn, copy editor, who suffered through my writing and helped craft this fine finished product... a great job!

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

This book is very easy to read.
Amazon Customer
This is the book that must be in every innovate area in every single company.
Gerardo Saucedo
It provides good insight in the planning stages to launch new products.

Most Helpful Customer Reviews

Format: Kindle Edition
One of the key approaches in the industry is the Stage Gate (SG) process. I have been working as R&D Project Manager for many years, and have used many different approaches for managing the processes around new products, and for Stage Gate, this book was my main reference. This review is based on the 4th edition (2011).

All in all, I've found the book comprehensive, interesting, and well researched. Since it became available, I used it almost on a daily basis, to understand the whys, to do it in a good way, or when in doubt about decisions about the stage gate process. It also helped me a lot to identify scenarios when the SG approach is not useful, and should be avoided.

Robert G. Cooper, the author, is one of the founders of Stage Gate International, and his practical experience comes across in the book. I especially liked these non-usual practical parts, for example, saying when are projects are hard to kill (for example, the famous "we've spent $XX - can't quit now", leadership saving face, it's in the plan, etc.), or the ten best ways to ruin gate meetings. These were insightful, and helped me save lots of money and effort in my projects.

What I missed is more coverage on the implementation part (chapter 11), this could have been two-three times longer and with more detail, and I totally missed a chapter discussing about the disadvantages, bottlenecks, poor aspects of Stage Gate.

All in all, this book is a thorough work about new product development. However, it's not an easy read, as it is quite dense. Also, the reader must keep in mind that there are other approaches on the market beside Stage Gate, which are not covered in the book.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
Format: Paperback Verified Purchase
This book is very easy to read. Straight forward advice and lots of examples. It starts off with a summary of the topics and then jumps into each clearly
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
Format: Paperback
One of the most comprehensive works on the market. The data and analysis is invaluable.
The writing style is easy to read, concise and hard-hitting.
A foundational work.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
By mdyowe on October 20, 2013
Format: Paperback Verified Purchase
Nice introduction and framework to the methodology of launching a new product. A little repetitive w/ all the rhetorical questions, but the narrative is thought provoking and StageGate is well explained.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
By Sanket on October 16, 2013
Format: Paperback Verified Purchase
The book gives a broader / end to end view on innovation. Lots of good quality content within the industry.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
Format: Paperback Verified Purchase
This is a good starter book for explaining what stage gate is, how it is being implemented today and what benefits that can be gained from it. Every R&D professional should at least know the basics about this system and this book lets you do that.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
Format: Kindle Edition Verified Purchase
A but repetitive, good information that could have been conveyed better and in a more intriguing way.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again