|
|
|
July 2011: completely revised and updated fourth edition
Dr Cooper's book is the "Bible" on how to work with the Stage-Gate® process in your company.
Winning at New Products, i.e., launching high quality new products at market at the right time is among the most critical aspects of succeeding as a company.
It is also the most difficult to achieve. Winning at New Products, written by
Robert G. Cooper, is an in-depth look at creating and implementing a successful new product process. The methodical Stage-Gate process presented leads you step-by-step along the road to success, from generating ideas to launching the finished product at the market.
Through analyses of over 2000 of new-product projects, Cooper has determined 15 critical success factors that makes for a winning product.
Cooper is known as the father of the Stage-Gate® system and has been putting his strategies to use for years. This fourth edition of Winning at New Products is the definitive interpretation of Cooper's practices. He addresses the practicalities of implementing of implementing a new product process while considering current business conditions which require faster development time and a multinational perspective.
Book prices and order form
|
|
|
<![CDATA[
<strong>Developing and launch winning new products</strong><br />
Create new products or face commercial extinction!<br />
Your company must either succeed in developing new
products or gradually decline. In five years, 50% of
most companies’ sales and profits will derive from
products that are not currently on the market. In some
sectors, this figure is even as high as 100%.<br />
Therefore, your company must launch new products
at a steadily increasing rate in order for it to grow
and succeed. But the products must be commercially
successful. This is easier said than done however. The
first seminar day will deal with the factors that differentiate
successful projects from fiascos and with how to
incorporate these success factors into your project
work.<br /><br />
<strong>The Stage-Gate® process</strong><br />
If you are dissatisfied with your development results,
then examine the process which generates them. Most
companies have serious weaknesses in their development
processes. Things do not happen according to
plan or on schedule. The Stage-Gate process is based
on the success factors. It is a template or road map that
leads you from idea to market success. You will see how
development people and marketing experts cooperate during
the various phases. You also learn about the important
gates where management makes the crucial go/kill
decisions.
<br /><br />
<strong>Incorporate the “voice of the customer” into your
development work!</strong><br />
Faulty market information is by far the most frequent
cause of product-development fiascos. Customer needs,
demands and problems are incorrectly perceived. Sales
estimates are unrealistically high and competitors’
strengths and reactions are underestimated. On the
second day of the seminar you will learn how to implement
product-development customer tests and market
studies and how to convert the results into product specifications and realistic project goals.<br /><br />
]]>
|
