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Product innovation is a high-risk war, the
battles being fought both behind a company's doors, and
against the competition. But with all the effort companies
exert to become product leaders, over a third of their new
products still fail at launch, and many more never gain
a profitable return. So what is it that product leaders
like 3M, Merck, and Procter & Gamble know that allows
them to continually lead the way with exceptional new products?
In Product Leadership, Robert Cooper reveals
the winners' secrets, and offers managers an invaluable
resource to help implement and oversee systematic high-quality
new product processes; develop new product strategies; manage
product portfolios; determine which products to kill and
which to back with resources; and foster ingenuity to outperform
the competition. Showcasing examples from the winners, Cooper
demonstrates that it takes a commitment from all managers,
including marketing, finance, R&D, and HR, to triumph
over the competition and become a leader in the new products
war.
Cooper draws on his experience and expertise,
and from some of the world's leading product innovators
to explain how to:
- Use the Stage-Gate™ New Product
Process
- Develop attack plans
- Manage your new product portfolio
- Implement a new product strategy
- Launch products successfully into the
marketplace
- Generate innovative new ideas
This is the book that managers, all
managers, especially senior executives, need to become leaders
in product development and innovation, and gain an edge
in the marketplace.
Robert G. Cooper is Professor of Marketing
at McMaster University in Hamilton, Ontario. Creator of
the widely employed Stage-Gate™ product development
process, he is the author of Winning at New Products,
and coauthor of Portfolio Management for New Products,
both published by Perseus Books.
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