1 of 1 people found the following review helpful
A great introduction to Stage-Gate (R),
This review is from: Winning at New Products: Accelerating the Process from Idea to Launch, Third Edition (Paperback)
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. The writing style does reflect that of a professor and not a story teller. A difficult read, but worth the time and money. A definite requirement for your NPD library and for the NPDP certification exam. Some books that I found to be more useful are: the PDMA Handbook, and New Products Mgt by Crawford. Also read Dr. Coopers papers on the same subject. They are more useful and direct to the point. Go to the Stage-Gate website, under the "knowledge" section to download them for free. Also refer to the PDMA-NPDP list of suggested readings & publications.
Also, "Accelerating the process" is in the title, but it is a practice that is actually not recommended by this author or others. Accelerating typically implies skipping steps, which is NOT recommended. Instead, read the chapter on speeding up NPD in the PDMA handbook. Co-development is one strategy. I suspect that Cooper put the word "acceleration" in the title to create more sales of this book. Too many managers want results now. Fast, fast, fast... no time to do it right. They don't realize that true innovation takes time. But with a good process, like Stage-Gate and Portfolio management, the process will by default, become more focused and stream-lined, and success will grossly over-shadow speed to market. That is why this is a good book because Stage-Gate is a great process. But the word "accelerating" can be misleading to many. Not much info in this book to speed things up. Instead, follow the process step by step to increase the probablity of success.