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Most businesses fall short of the new product performance achieved by leading firms by a factor of 2 times or more. It's no accident that top performers consistently win at new products. The top 20% of companies earn twice as much for their money. Their success rate in product innovation is closer to 80% while the bottom 20% of companies is closer to 38%.
Product Leadership is the advanced course - a comprehensive guide to how executives should think about product innovation. It doesn't just explain what strategies help a company succeed - it illustrates how to go about charting a competitive strategy for product innovation. Showcasing examples from the winners, Dr. Cooper demonstrates that it takes a commitment from all managers to triumph over the competition and become a leader in the new products war.
The Innovation Diamond and the Four Points of New Product Performance
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Robert G. Cooper's "Stage-Gate" process revolutionized the field of new product development. The process - used by 75% of all businesses today - was laid out in Cooper's classic book Winning at New Products, which has become an indispensable part of every business library. Product Leadership is the advanced course - a comprehensive guide to how managers should think about product development.
Product Leadership is aimed at senior managers and executives to help them lead their businesses to profitable product innovation. The impetus for this second edition is a major new study Cooper has completed - the largest study of product development practices and results ever undertaken. He has analyzed thousands of new successes and failures from hundreds of companies, with a particular emphasis on high-technology products and services. This edition of Product Leadership shows:
Dr. Robert Cooper
Dr. Robert G. Cooper is one of the most influential innovation thought leaders in the business world today. He pioneered the original research that led to his many groundbreaking discoveries including the Stage-Gate Idea-to-Launch Process. Now implemented by almost 80% of North American companies, it is considered to be one of the most important discoveries in the field of innovation management. He has spent more than 30 years studying the practices and pitfalls of 3,000+ new product projects in hundreds of companies and has assembled the world's most comprehensive research on the topic. 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, he has published more than 100 academic articles and eleven books, including the best selling Winning at New Products, 3rd 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). Dr. Cooper is a Professor Emeritus of Marketing and Technology Management at the Michael G. DeGroote School of Business at McMaster University in Ontario, Canada and Distinguished Fellow at the Institute for the Study of Business Markets (ISBM) at Penn State University in Pennsylvania, USA.
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Book Description Basic Books, 2005. Condition: New. book. Seller Inventory # M046501433X
Book Description INGRAM PUBLISHER SERVICES US, United States, 2005. Hardback. Condition: New. 2nd edition. Language: English . This book usually ship within 10-15 business days and we will endeavor to dispatch orders quicker than this where possible. Brand New Book. As we learned from New Coke, , Apple s original handheld device, the Newton, and the reissued Ford Thunderbird, all the promotion in the world won t save a product that somehow isn t right. Robert Cooper is the world s leading expert on making sure your new-product introductions are more like Apple s iPods and less like Newtons.Cooper invented what s called the stage-gate process of new-product development-a process used by 60 of all businesses today. For this second edition Cooper has completed a major new study-the largest study of product development practices and results ever undertaken. He analyzed thousands of new success and failures from hundreds of companies, with a particular emphasis on high-technology products and services. Product Leadership won t just tell you what things are helpful to your company s success. Now it will tell you how and how much they help. Seller Inventory # BZE9780465014330
Book Description Hachette Book Group. Condition: New. Brand New. Seller Inventory # 046501433X
Book Description Basic Books, 2005. Hardcover. Condition: New. Second Edition. Seller Inventory # DADAX046501433X
Book Description Basic Books, 2005. Hardcover. Condition: Brand New. 2nd edition. 288 pages. 8.50x6.25x1.25 inches. In Stock. Seller Inventory # zk046501433X
Book Description Basic Books, 2005. Hardcover. Condition: New. Never used!. Seller Inventory # P11046501433X