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Winning at New Products: Creating Value Through Innovation, 5th Edition

Robert G. Cooper

Soft Cover | 448 pages
Published by Basic Books, 2017
Price: $24.99 US

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Developing True Innovations and Bold New Products

Developing true innovations and bold new products is a challenge in today's business environment, leading many companies to shift toward smaller, less ambitious innovation attempts, and many executives asking themselves:

  • What distinguishes the Best Innovators from the Worst?
  • How do leading innovators consistently launch successful new products?
  • What new-product projects should my company focus on?

In this book, Robert G. Cooper reveals the common denominators of winning new products and what drives success. He also outlines the Stage-Gate® Model, the most widely-used roadmap for successfully launching new products to market. Cooper also brings key insights on picking the right projects, on how top innovators have adapted the Stage-Gate process, and how you can be 'Winning at New Products'.

The fully revised 5th edition reflects Cooper's most recent research and showcases innovative practices by industry leaders to present a field-tested game plan for achieving product leadership.

The Ultimate Guide to Successful Product Innovation

Dr. Cooper returns with this updated and expanded 5th edition, highlighting new research findings and revealing the best practices in new product development. Cooper illustrates the differences that exist in innovation performance and teaches you the success drivers your organization can be implementing today to achieve stellar performance.

Discover Stage-Gate – the conceptual and operational map for moving new product projects from idea to launch – and learn how top performing companies have improved and evolved the process. Additionally, learn how to develop a product innovation strategy and make smart decisions with your product portfolio. New products remain the key to corporate prosperity: learn how to implement these practices and achieve the bold innovations that drive corporate revenues, market shares, and bottom lines.

Winning at New Products: Creating Value Through Innovation, 5th Edition

Robert G. Cooper

Soft Cover | 448 pages
Published by Basic Books, 2017
Price: $24.99 US

Share

A Proven Roadmap for New Product Development Success

Learn what distinguishes winning new products:

  • The common denominators of winning new products
  • The latest research findings on why new products fail
  • Drivers of success that distinguish successful innovators

Develop and implement a ‘winning playbook’ for your organization:

  • The Stage-Gate process: a world-class idea-to-launch product innovation model
  • Build proven success drivers into your playbook
  • Manage new product project risk

Achieve the right balance and mix of development projects:

  • Strategic portfolio management techniques to translate innovation strategy into reality
  • Resource allocation tools and methods to maximize the value of your product portfolio
  • Gatekeeping best practices to move good projects forward rapidly and effectively

Yield positive innovation results by learning how Stage-Gate has been improved by top innovators:

  • Scalable versions suited for different risk levels, sizes, and types of projects
  • Build flexibility, adaptability and agility into the process
  • Integrate new methods, such as Agile, into a next generation process

In this book, Robert G. Cooper reveals the critical success factors in product innovation and outlines Stage-Gate®, the most widely-used roadmap for successfully launching new products to market. Cooper also brings key insights on picking the right projects, on how top innovators have adapted the Stage-Gate process, and how you can be ‘Winning at New Products’.

Key Topics:

  • The difference in product innovation performance between the Best and Worst firms
  • Eight common denominators of winning new products
  • Agile Development Methods can apply to manufactured new products
  • How to adapt the Stage-Gate Process and integrate new methods like Agile
  • The Stage-Gate Process – a best-practice new product development model
  • Generating breakthrough ideas with an impactful idea management process
  • Successful implementation of Stage-Gate at your company
  • Screening and picking winning ideas – effective gatekeeping techniques
  • Accelerating the idea-to-launch process by introducing flexibility and adaptability

Winning at New Products: Creating Value Through Innovation, 5th Edition

Robert G. Cooper

Soft Cover | 448 pages
Published by Basic Books, 2017
Price: $24.99 US

Share

Table of Contents:

Chapter 1: The Innovation Challenge

  • How to Really Innovate … and Do It in Record Time
  • What’s the Solution?
  • A Systems Approach to Succeeding – The Innovation Diamond
  • New Products: The Key to Business Prosperity
  • Huge Amounts at Stake
  • High Odds of Failure
  • Defining Newness and a “New Product”
  • The Path Forward

Chapter 2: Why New Products Win

  • The Secrets to Success
  • Why New Products Fail to Yield the Profits They Should
  • Eight Common Denominators of Winning New Products
  • Building the Success Drivers into Your Playbook

Chapter 3: Drivers of Success – Why the Best Innovators Excel

  • What the Winners Do Differently
  • Some Success Drivers Are Strategic
  • The Organization – People, Resources, Culture and Senior Management
  • Having a New-Product Playbook Pays Off
  • Toward a Stage-Gate New Product System

Chapter 4: The Stage-Gate® Idea-to-Launch System

  • What is Stage-Gate?
  • Seven Goals of a New Product Idea-to-Launch System
  • How to Manage Risk
  • A Best-Practice New Product System
  • An Overview of the Stage-Gate System
  • The Five Main Artefacts of Stage-Gate
  • What Types of Projects Does Stage-Gate Handle?
  • Debunking the Myths About Stage-Gate – What Stage-Gate Is Not!

Chapter 5: Beyond Stage-Gate

  • Next Generation Stage-Gate®
  • The Triple A System
  • An Adaptive and Flexible Process
  • An Agile Process
  • An Accelerated Process
  • Integrating the New Methods into a Next-Generation Idea-to-Launch System

Chapter 6: The Agile-Stage-Gate® Hybrid Model

  • The Best of Both – Agile and Stage-Gate
  • Integrating Agile and Stage-Gate
  • Applying the Agile-Stage Hybrid Model in Physical Products
  • The Details of Agile-Stage-Gate
  • Needed Adjustments for Physical Product

Chapter 7: Discovery – The Quest for Breakthrough Ideas

  • A Shortage of Blockbuster New Product Ideas
  • Where to Start? A Product Innovation and Technology strategy
  • Set up an Idea Capture and Handing System
  • The Source of Best Ideas
  • Voice-of-Customer Methods
  • Strategic Methods for Generating Ideas
  • Technology Development and Fundamental Research – Changing the Basis of Competition
  • Patent Mapping
  • Getting Great Ideas from Your Own Employees

Chapter 8: Investing in the Right Projects – Portfolio Management

  • It’s Tough to Make the Right Investment Decisions
  • Project Selection Is But One Component of Portfolio Management
  • Strategic Portfolio Management
  • Use Strategic Buckets to Get the Right Mix of Projects
  • Visualizing Your Portfolio – The Many Ways
  • Tactical Decisions Picking the Right Projects
  • Financial Tools for Gate and Portfolio Reviews
  • Improving Data Integrity
  • Profiling Projects to Pick the Winners: Scoring Methods
  • Evaluating New Technology Platforms Differently
  • Good Governance Integrating Gating, Portfolio Reviews and Roadmaps
  • Portfolio Management: Recommendations

Chapter 9: Making the Gates Work – Gates with Teeth

  • Challenges at the Gates
  • A Funneling Approach – Learn to Drown Some Puppies
  • Sharpening Gate decisions
  • How Effective Gates Work
  • Tips and Hints in Gate Governance
  • Who Are the Gatekeepers?
  • How to Run Gates
  • Ways to Accelerate the Gates
  • Make the Gates Work

Chapter 10: A Product Innovation Strategy for Your Business

  • A Tale of Two Companies
  • Win the Battle, Lose the War?
  • What Is a Product Innovation Strategy?
  • Setting Gaols and Objectives
  • The Target Strategic Arenas – Your Battlefields
  • Identifying the Potential Strategic Arenas
  • Select Your Target Arenas – Your Next Engines of Growth
  • Develop Attack Plans
  • Develop Your Strategic Product Roadmap
  • No Pain, No Gain?
  • End of Book ... Now Time to Move Forward

Notes
Index

Winning at New Products: Creating Value Through Innovation, 5th Edition

Robert G. Cooper

Soft Cover | 448 pages
Published by Basic Books, 2017
Price: $24.99 US

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Customer Reviews

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“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

“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 the new approaches and offers very useful guidelines for creating a powerful innovation setting in your organization.”
—Hannes Erler, Vice President, Innovation, Swarovski K.G.

All posted customer reviews adhere to the Review Guidelines.

Winning at New Products: Creating Value Through Innovation, 5th Edition

Robert G. Cooper

Soft Cover | 448 pages
Published by Basic Books, 2017
Price: $24.99 US

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Dr. Robert G. Cooper

Robert G. Cooper is one of the most influential innovation thought-leaders in the business world today. He pioneered many groundbreaking discoveries in product innovation, including the Stage-Gate® Idea-to-Launch Process, now implemented by almost 80% of North American companies. Having spent 40 years studying the practices and pitfalls of 3000+ new product projects in thousands of companies, he has assembled the world's most comprehensive research in the field of product innovation management. His presentations and practical consulting advice have been widely applauded by corporate and business event audiences throughout the world, making him one of the most sought-after speakers.

A prolific author, Dr. Cooper has published 100+ academic articles and thirteen books, including the best-selling 'Winning at New Products', now in its 4th edition. He is the recipient of numerous prestigious awards including the Crawford Fellow from the Product Development and Management Association (PDMA) and the Maurice Holland Award from the Industrial Research Institute (IRI). He is also Professor Emeritus of Marketing and Technology Management at the DeGroote School of Business at McMaster University, and Distinguished Fellow at the Institute for the Study of Business Markets (ISBM) at Penn State University.