Nonfiction | Business & Investing

Winning at New Products : Creating Value Through Innovation

by Robert G. Cooper

2020-05-14 07:47:33

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A fully updated edition of the classic business reference book on product development from a world renowned innovation management scholarFor more than two decades, Winning at New Products has served as the bible for product developers everywhere. Rob... Read more
A fully updated edition of the classic business reference book on product development from a world renowned innovation management scholar

For more than two decades, Winning at New Products has served as the bible for product developers everywhere. Robert G. Cooper demonstrates why consistent product development is vital to corporate growth and how to maximize your chances of success. Citing the author''s most recent research, Winning at New Products showcases innovative practices by industry leaders to present a field-tested game plan for achieving product leadership. Cooper outlines specific strategies for making sound business decisions at every step-from idea generation to launch. This classic book remains the essential resource for product developers around the world.

"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
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Book Details

File size9x6x1.2inches
Print pages448
PublisherBasic Books
Publication date September 1, 2017
Languageeng
ISBN9780465093328
autor-image
Robert G. Cooper
Author
Dr. Robert G. Cooper is ISBM Distinguished Research Fellow at Pennsylvania State University and Professor Emeritus at McMaster University in Canada. The author of several books, he is a fellow of the ...

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