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Publisher's Summary

For more than two decades, Winning at New Products has served as the bible for product developers everywhere. Robert G. Cooper demonstrates why consistent product development is vital to corporate growth and how to maximize your chances of success. Citing the author's most recent research, Winning at New Products showcases innovative practices by industry leaders to present a field-tested game plan for achieving product leadership. Cooper outlines specific strategies for making sound business decisions at every step - from idea generation to launch. This fully updated and expanded edition is an essential resource for product developers around the world.
©2017 Robert G. Cooper (P)2017 Hachette Audio
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Critic 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)
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Customer Reviews

Most Helpful

By Xavier Foley on 11-27-17

From an artists perspective

This book pretty much lays out the entire framework for product innovation. As a musician who has virtually no formal business training, I found this book to be accessible because the author is very good at explaining all the business acronyms and foundational concepts. He also re-introduces material in previous chapters just in case you forget a step in say for example the stage gate process.

As a musician, I find these types of books very addicting, as my life depends on this knowlage of coming up with innovative ideas, so this information can be used in other facets of life.

The author also seems to be a fan of the ancient chinese treatise, "The Art of War", written by military strategist Sun Tzu. Indeed, successful businesses are those that employ strategy, just like any army general would use strategy to survive in the battlefield. The good thing is this 17 hour audio program is all about employing innovation strategy to compete with, or rather, surpass your competition. Some of the ideas that the author expresses have the potential to drive a competitors out of business, that is, if your competitor is unaware of the value of product innovation.

The next author that I will have to check out in response to this audio program is Harvard business professer Michael E. Porter, which is an author that Robert G. Cooper mentions in his book with pride.

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