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Winning at New Products
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Winning at New Products Paperback - 2017

by Robert G. Cooper

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Reader reviews for Winning at New Products

From the publisher

A fully updated edition of the classic business reference book on product development from a world renowned innovation management scholar

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

Details

  • Title Winning at New Products
  • Author Robert G. Cooper
  • Binding Paperback
  • Edition 5 REV UPD
  • Pages 448
  • Volumes 1
  • Language ENG
  • Publisher Basic Books
  • Publication date 2017
  • Illustrated Yes
  • Features Bibliography, Illustrated, Index
  • ISBN 9780465093328 / 0465093329
  • Weight 0.9 lbs (0.41 kg)
  • Dimensions 9 x 6 x 1.2 in (22.86 x 15.24 x 3.05 cm)
  • Category Business / Economics / Finance
  • Library of Congress subjects New products, Produktentwicklung
  • Library of Congress Catalogue Number 2017949583
  • Dewey Decimal Code 658.575

About the author

Dr. Robert G. Cooper is ISBM Distinguished Research Fellow at Pennsylvania State University and Professor Emeritus at McMaster University in Canada. The author of several books, he is a fellow of the Product Development and Management Association since 1999.