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Winning at New Products: Pathways to Profitable Innovation

Robert G. Cooper


New product success is vital to the growth and prosperity of the modern corporation. Developing and launching a steady stream of new product successes is no easy feat, however. Only one product concept out of seven becomes a new product winner; and 44% of business’ product development projects fail to achieve their profit targets. What are the secrets to success in new product development that these winning businesses share? This article highlights the key factors and drivers that distinguish the best performing businesses in NPD from the rest, and outlines how to translate these best practices into action in your business.