Read Robert Cooper’s best-selling book on innovation management,
Winning at New Products, now in its 4th and totally new edition.
For more than two decades, Winning at New Products has served as the bible for product developers everywhere. In this fully-updated and expanded edition, Robert Cooper demonstrates why consistent product development is so vital to corporate growth and how to maximize your chances of success. The book draws heavily on the author’s most recent research and showcases best practices from leading firms to present a field-tested game plan for achieving product leadership. Also available in other languages and countries: Mandarin, German, Portuguese (Brazil) and Korean (South Korea).
Testimonials for the latest edition of Winning at New Products:
This book is an invaluable guide to managers for helping them to select the right projects for development, and also for getting them to market. It’s full of best practices, practical methods, and real-world illustrations that demonstrate how to succeed at product and service innovation.
- Dick Arra, Chief Technology Officer, ITT Corporation
Innovation managers face new challenges regarding globalization, value creation, and focusing on the right innovation fields. This book provides insights into new approaches and offers very useful guidelines for creating a powerful innovation setting in your organization.
- Hannes Erler, Vice President Innovation, Swarovski K.G.
This is a ‘must read’ for anyone involved in the management of product innovation and Stage-Gate®. 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