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In today's business climate, where speed-to-market
is paramount and there's no margin for error, companies
who fail to excel at new products stand no chance of survival.
Companies who live and die by their products need better
tools for linking product development to strategy to ensure
that resources are deployed efficiently from idea to launch
across the full range of products.
In Portfolio Management for New Products,
the authors present a rigorous and practical approach to
managing a company's product portfolio as you would a financial
portfolio -- investing for maximum long-term growth. With
its field-tested, step-by-step framework, the book provides
corporations and managers with the methods and strategies
they need to assess and realign their current R&D divisions,
determine which products are most worthy of resource allocation,
design and implement a portfolio management process, maximize
the value of their product portfolios, create balanced portfolios,
and recognize and solve challenges as they arise. Portfolio
Management for New Products is an essential resource
for any company whose profitability, and very existence,
relies on the products it chooses to develop and the speed
with which it brings those products to market. This book
clarifies the decision-making process, demystifies R&D,
and puts corporations on track to understanding and developing
the strategies necessary to succeed in the highly competitive
and volatile world of product development.
Robert G. Cooper is Professor of Marketing
at the Michael G. DeGroote School of Business, McMaster
University, Hamilton, Ontario, Canada. Author of Winning
at New Products: Accelerating the Process from Idea to Launch,
he consults and speaks widely on product development and
market introduction. He is the founder of the StageGate™
product development process.
Scott J. Edgett is Associate Professor
of Marketing at the Michael G. DeGroote School of Business,
McMaster University, and Director of the Product Development
Institute.
Elko J. Kleinschmidt is Professor of
Marketing and International Business and Director of the
Engineering and Management Program at McMaster University.
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