Winning at New Products: Creating Value Through Innovation (Paperback) (ISBN-13: 9780465093328)

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.

"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

Author: Robert G. Cooper
ISBN-10: 0465093329
ISBN-13: 9780465093328
Publisher: Basic Books
Language: English
Published: 09/19/2017
Pages: 448
Format: Paperback
Weight: 0.90lbs
Size: 9.00h x 6.00w x 1.20d