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Winning at New Products: Accelerating the Process from Idea to Launch, Third Edition (Paperback)

by Robert G. Cooper (Author) "Corporations everywhere are engaged in a new products war..." (more)
Key Phrases: systematic new product process, formal new product process, product game plan, Discovery Stage, Portfolio Review, Exxon Chemical (more...)

4.0 out of 5 stars See all reviews (19 customer reviews)

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Editorial Reviews

Product Description
The landmark book that defines successful product development-revised, updated, and expanded for the next generation of product leaders.

For over a decade, 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. By any measure, most product concepts never make it to market, and of those that do, most fail. Winning at New Products cites the 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 assessing risk, marshalling the appropriate resources, engaging customers in the pre-development discovery phase, evaluating your project portfolio, ensuring true cross-functional collaboration, and, most importantly, applying a rigorous process for making sound business decisions at every step-from idea generation to launch.

About the Author
Robert G. Cooper is Professor of Marketing at the Michael G. DeGroote School of Business, McMaster University. Creator of the widely employed Stage-Gate(tm) product development process, he is the author of several books on product development and was the 1998 recipient of the Crawford Award from the Product Development and Management Association. He lives in Oakville, Ontario.

Product Details

Paperback: 416 pages
Publisher: Basic Books; 3rd edition (June 5, 2001)
Language: English
ISBN-10: 0738204633
ISBN-13: 978-0738204635
Product Dimensions: 9.2 x 6 x 1.1 inches
Shipping Weight: 1.4 pounds (View shipping rates and policies)

Average Customer Review: 4.0 out of 5 stars See all reviews (19 customer reviews)

Amazon.com Sales Rank: #20,730 in Books (See Bestsellers in Books)
Popular in this category: (What's this?)
#11 in Books > Business & Investing > Marketing & Sales > Marketing > Product Management

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Inside This Book (learn more)

First Sentence:
Corporations everywhere are engaged in a new products war. Read the first page

Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
systematic new product process, formal new product process, product game plan, truly deserving projects, new product game, many new product projects, resource capacity analysis, likely market acceptance, new product arenas, initial trial rate, market launch plan, new product efforts, trial sell, gatekeeping group, product innovation strategy, simulated shopping trip, detailed market study, preliminary market assessment, invisible success factors, new product performance, predevelopment activities, new product goals, doing projects right, early product definition, new product objectives

Key Phrases - Capitalized Phrases (CAPs): (learn more)
Discovery Stage, Portfolio Review, Exxon Chemical, United States, Strategic Buckets, General Motors, Stanford Innovation Project, Expected Commercial Value, Industrial Marketing Management, Nortel Networks, North America, Perseus Books, Product Development Institute, Research-Technology Management, The Industry Experience, Journal of Product Innovation Management, Monte Carlo, Von Hippel, Corning Glass, Cumulative Personda, Dow Chemical, International Paper, Scoping Stage, The Thomson Corporation, Toray Chemical

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Citations (learn more)

This book cites 23 books:

Portfolio Management For New Products: Second Edition by Robert G. Cooper on 9 pages
Product Leadership: Creating And Launching Superior New Products by Robert G. Cooper on 6 pages
New Products: The Key Factors in Success by Robert G. Cooper in Back Matter (1), Back Matter (2), and Back Matter (3)
The Innovation War (Prentice-Hall International Series in Industrial and Systems Engineering) by Christoph-Friedrich von Braun on page 10, and Back Matter
Thriving on Chaos: Handbook for a Management Revolution by T Y PETERS in Back Matter (1), and Back Matter (2)

See all 23 books this book cites

2 books cite this book:

Portfolio Management For New Products: Second Edition by Robert G. Cooper in Back Matter (1), and Back Matter (2)
The PDMA ToolBook 1 for New Product Development by Paul Belliveau on page 363

Books on Related Topics (learn more)

Product Leadership Pathways to Profitable Innovation by Robert G. Cooper

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Portfolio Management For New Products by Robert G. Cooper

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The PDMA Handbook of New Product Development, Second Edition by Kenneth B. Kahn

Discusses:

Project Portfolio Management by Harvey A. Levine

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What Do Customers Ultimately Buy After Viewing This Item?

	86% buy the item featured on this page: Winning at New Products: Accelerating the Process from Idea to Launch, Third Edition 4.0 out of 5 stars (19) $22.04
	4% buy Portfolio Management For New Products: Second Edition 4.5 out of 5 stars (14) $35.20
	4% buy New Product Development For Dummies (For Dummies (Business & Personal Finance)) 4.2 out of 5 stars (4) $14.95
	3% buy The PDMA Handbook of New Product Development, Second Edition 4.2 out of 5 stars (11) $100.00

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Customer Reviews

19 Reviews

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96 of 97 people found the following review helpful:

4.0 out of 5 stars Thorough Textbook for Serious New Products Dev. Managers, November 14, 2001

By	Bradley A. Swope (State College, PA USA) - See all my reviews (REAL NAME)

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). Also, (and this maybe an unfair comment for a book targeted at products) the book probably isn't that helpful for innovations in services which may be even more important in modern companies than product innovation (e.g. GE and IBM are currently pushing services). Another concern, the book is fairly "textbook like" and only those seriously interested in the subject may find it easy/enjoyable to read. Some passages seem to drag on and I often wished the author would have been more concise and not tried to so thoroughly justify every point.

WHO SHOULD READ THIS BOOK: Product development managers, new business managers, and others responsible for bringing innovations to market should read this book. Those responsible for _portfolios_ of new products/innovations may especially find this book useful.

ALSO CONSIDER: Jeffrey A Timmons - New Venture Creation; Guy Kawasaki - Rules for Revolutionaries; Peter F. Drucker - Innovation & Entrepreneurship

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14 of 15 people found the following review helpful:

5.0 out of 5 stars The Father of the Stage-Gate Approach Speaks, February 9, 2005

By	J. Groen "Jerry Groen" (GURNEE, ILLINOIS USA) - See all my reviews (REAL NAME)

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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7 of 7 people found the following review helpful:

4.0 out of 5 stars Insightful!, June 3, 2004

By	Rolf Dobelli "getAbstract.com" (Switzerland) - See all my reviews (TOP 50 REVIEWER) (REAL NAME)

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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Most Recent Customer Reviews

3.0 out of 5 stars A great introduction to Stage-Gate (R)
I agree with the review by Bas Vodde. This is a good book, but it is very repetitive and could have been written in half the space. Read more

Published 5 months ago by Fiasco

4.0 out of 5 stars Winning at new products
Very good book for those who want to understand the stage-gate process and as a first step to implement it.

Published 6 months ago by Antonio De Dios Pardo

5.0 out of 5 stars An excellent way to start New Products Management
It is quite surprising that I had not even heard of Prof. Robert Cooper or his books one month ago and now whatever we do about New Products, is based on either what he taught us... Read more

Published 8 months ago by Satish Kumar Singh

2.0 out of 5 stars Neither here, nor there
The book reads like a graduate student paper, very heavy on citation of the theories in technology management, very light on original research. Read more

Published 9 months ago by NPD guy

3.0 out of 5 stars Worth reading with care

Robert Coopers "Winning at New Products" is "the classic" on product development (at least according to him) and is the book that introduces the Stage-Gate model that made... Read more

Published 10 months ago by Bas Vodde

5.0 out of 5 stars Excellent for all levels!
This is an excellent book! It's clearly presented, with each point backed by serious research studies. Read more

Published 15 months ago by J. Adlerstein

4.0 out of 5 stars Winning this book
I had this book as part of the review material for my product management certification. I like the build up of its chronology. I also like the statistics presented. Read more

Published 17 months ago by Rodney Gaviola

5.0 out of 5 stars Excellent Book backed by Invaluable Research
The book introduces the Stage-Gate process by its author. The Stage-Gate is a process for disciplined innovation used to move ideas to commercial products. Read more

Published on February 19, 2007 by Rabah Shihab

3.0 out of 5 stars Winning at New Products
This book turned out to be not unlike most other books out there on the subject of New Product Development. Read more

Published on July 5, 2006 by TwwwF

1.0 out of 5 stars 1 for some readers, 5 for others depending on your style.....
The author is obviously a big believer in the "tell the reader what you are going to teach them, tell them in more detail and then tell them what you've told them"... Read more

Published on July 5, 2006 by J Clarke

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