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Product Leadership: Creating And Launching Superior New Products
 
 
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Product Leadership: Creating And Launching Superior New Products [ILLUSTRATED] (Paperback)

by Robert G. Cooper (Author) "Companies everywhere are engaged in a new products war..." (more)
Key Phrases: total project score, new products warfare, truly meritorious projects, Perseus Books, Portfolio Review, Exxon Chemical (more...)
4.2 out of 5 stars See all reviews (13 customer reviews)


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Editorial Reviews

Review
"Cooper brings a systematic approach to the strategy and tactics of product development. His central metaphor is war: `As the [21st] century begins, this new products war looms as the most important and critical war the companies of the world have ever fought. The message to senior people is this: innovate or die!' What Cooper introduces to the equation is discipline. Discipline is setting strategic direction, in committing resources to those projects that support it and in defining and managing the product development process. …Cooper's lists of action items and critical success factors are useful and informative.…[A]s a textbook for preparing for product development war, it's worth having on the bookshelf." -- Electronic Business

Product Description
Successful strategies for winning the product development war.

"Bob Cooper's pioneering work has set the standard for excellence in product development. I recommend this book to any serious practitioner or student of commercialization." -Dr. Barry Siadat, Vice President & Chief Growth Officer, AlliedSignal Inc.

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Product Details

  • Paperback: 314 pages
  • Publisher: Perseus Books; illustrated edition edition (August 18, 1999)
  • Language: English
  • ISBN-10: 0738201561
  • ISBN-13: 978-0738201566
  • Product Dimensions: 9.2 x 6.1 x 0.9 inches
  • Shipping Weight: 1 pounds
  • Average Customer Review: 4.2 out of 5 stars See all reviews (13 customer reviews)
  • Amazon.com Sales Rank: #424,745 in Books (See Bestsellers in Books)

    Popular in this category: (What's this?)

    #78 in  Books > Business & Investing > Marketing & Sales > Marketing > Product Management

Inside This Book (learn more)
First Sentence:
Companies everywhere are engaged in a new products war. Read the first page
Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
total project score, new products warfare, truly meritorious projects, portfolio management for new products, genuine new products, new product arenas, new product efforts, strategic buckets, stable product definition, early product definition, new product strategy, new product objectives, new product projects, new product performance, new product winners, new product goals, gate criteria, project selection methods, spending breakdowns, benefit measurement methods, new product success rates, strong market orientation, gate meetings, killer variables, product innovation strategies
Key Phrases - Capitalized Phrases (CAPs): (learn more)
Perseus Books, Portfolio Review, Exxon Chemical, Expected Commercial Value, Low-Budget Conservative, Prioritized Scored List, Target Spending Levels, National Sea, United States, Monte Carlo, North America, Royal Bank of Canada, American Marketing Assoc, English China Clay, White Elephant, Industrial Research Institute, The Key Factors, Allied Signal, Business Banking, Engineering Management Review, Life Cycle Plan, Northern Telecom, Portfolio Balance Factor, Research-Technology Management
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Customer Reviews

13 Reviews
5 star:
 (6)
4 star:
 (5)
3 star:
 (1)
2 star:    (0)
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 (1)
 
 
 
 
 
Average Customer Review
4.2 out of 5 stars (13 customer reviews)
 
 
 
 
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Most Helpful Customer Reviews

 
34 of 37 people found the following review helpful:
5.0 out of 5 stars A detailed but highly customizable process for new products, March 8, 1999
The value of this book lies in two major aspects. Cooper is a world expert at the product development process, and focuses on the elements needed to make that process successful (rather than just explicating the steps). He does this by pointing our the critical sucess factors. Six of these focus on the process elements that are necessary, and seven more focus on critical elements for execution. However, just as important, Cooper makes use of his vast background in consulting and his knowledge of the workings of many companies, and fills the book with commentary on the usage and limitations of the process, using examples from real companies, and "Key Points for Management. He is one of the few consultants who has developed a process who also teaches the reader how to make it valuable to his own needs.
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7 of 7 people found the following review helpful:
4.0 out of 5 stars Not what I thought it would be, June 1, 2004
By Christopher Kelly "chriskelly@nc.rr.com" (Chapel Hill, NC United States) - See all my reviews
(REAL NAME)   
This is a good book about developing a new product Process. I recommend it for anyone working to develop a product development Process. It has less to offer directly to product managers, entrepreneurs or anyone on the front lines of launching new products.

The subtitle of this book is a misnomer. There are few specifics regarding "Creating and Launching Superior New Products". As that's why I purchased the book, the first 100+ pages were..... disappointing. A more apt subtitle/marketing proposition would be "Developing and Managing New Product Development Efforts"

That said, "Product Leadership" will be a very useful resource to me for several reasons:
1) Comprehensive checklists of what to consider when working with new products
2) A clear framework for Managing New Product Development (Stage-Gate).
3) A terrific introduction to product portfolio management

Pros
- Clear, consise, well-written by an expert and well-edited
- Breezy helpful checklists easy to revisit as needed
- Clear, simple frameworks help focus on the big picture for the company.

Cons
- Few case studies or anecdotes
- Not much here about how to actually create and launch the new products

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24 of 30 people found the following review helpful:
1.0 out of 5 stars Adopting actions listed in this book would be a nightmare, May 3, 2001
By A Customer
I purchased this book primarily on the positive ratings. Anyone who has spent time actually developing new products would see that this book is a recipe for gridlock, stonewalling and endless corporate posturing in any American company. The author's assertion on the widespread adoption of his Star Gate process is also dubious. It appears this book was written by consultants for other consultants. Product, marketing and brand managers should avoid.

If you want a book on how to develop products I would suggest the Fast Forward MBA in Project Management. While not specific to product development, it gives you the background and tools for more effectively manage big projects (e.g. product development).

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Most Recent Customer Reviews

4.0 out of 5 stars Six principles and more for fundamental guidance
As a PM, conflicts between company departmens are routine, 6 principles based on various research Mr. Read more
Published on December 27, 2003 by Aardvark

3.0 out of 5 stars Technical perspective of product development process
Excellent text book style on the product development process. First part of the book is a bit dry and technical but does its job of highlighting the necessities of succesful... Read more
Published on September 12, 2002 by Chris in St. Pete

4.0 out of 5 stars Author's Recommendations Similar to FDA's Design Control
I purchased Dr. Cooper's book on recommendation of an attendee at one of my seminars. He commented on the similarities between the book's 'stages' and 'go/kill' gates (decision... Read more
Published on May 29, 2001 by John E. Lincoln

4.0 out of 5 stars The discipline of Product Leadership
Robert G. Cooper capitalizes on his long hands-on experience to analyze the key elements that make the product development process across industries successful. Read more
Published on November 24, 2000 by Serge J. Van Steenkiste

5.0 out of 5 stars Covers the key topics in new product management.
In a world where senior management has limited time to absorb a wide variety of new ideas, Product Leadership provides an overview of the key issues in new product management. Read more
Published on March 2, 1999 by Bill Rodger (desyma@compuserve...

4.0 out of 5 stars New product development summarised for general management.
Cooper's previous books have covered different aspects of the demanding task of managing the development and introduction of new industrial products. Read more
Published on February 18, 1999 by Richard Reeves (rdman@cranfiel...

5.0 out of 5 stars Do not underestimate the strategic synergy in this process.
Most reviews on this book concentrate on how to develop new products, but one should not underestimate the corporate value to the discipline inherent in the process. Read more
Published on February 17, 1999 by buchanan@msi.net Ian Buchanan

5.0 out of 5 stars Comprehensive guide to successful innovation management
This book provides you with all you need to know about implementing approaches designed to improve the business's new product performance. Read more
Published on February 11, 1999

5.0 out of 5 stars A highly useful book for senior managers
Here is a book that concentrates on the senior managers (including the CEO) and their roles in the company's new product efforts. Read more
Published on February 11, 1999

5.0 out of 5 stars Great guide for management of new product development
This is well worth a read by anyone, especially the senior manager, who wants to become a leader in product development. Read more
Published on February 8, 1999 by V Quirke [vquirke@awg.ie]

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