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Winning at New Products: Accelerating the Process from Idea to Launch {SECOND EDITION}

Cooper, Robert G.

111 ratings by Goodreads
ISBN 10: 0201563819 / ISBN 13: 9780201563818
Published by Addison Wesley Publishing Company, Inc., Reading, MA, U.S.A., 1993
Used Condition: Fine Soft cover
From Glued To The Tube Books (Minneapolis, MN, U.S.A.)

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"This second edition contains a major new section on the practicalities of implementing the game plan, drawn from years of putting the author's strategies to work. In addition, the book addresses present-day business conditions which require much faster development times and a multinational perspective." This book has 358 pages and is illustrated. Bookseller Inventory # 053954

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Bibliographic Details

Title: Winning at New Products: Accelerating the ...

Publisher: Addison Wesley Publishing Company, Inc., Reading, MA, U.S.A.

Publication Date: 1993

Binding: Trade Paperback

Book Condition:Fine

Dust Jacket Condition: No Jacket

Edition: Fourteenth Printing

About this title

Synopsis:

Getting high-quality new products to market on time is one of the most crucial aspects of succeeding in business. It's also the most difficult to achieve. With Winning at New Products you will be better prepared to create and execute a winning game plan for launching innovative and market-driven new products. Successfully implemented by such companies as DuPont, Exxon, Proctor & Gamble, and Corning, the systematic game plan presented leads you step-by-step along the road to success, from generating product ideas to launching them to consumers.This second edition contains a major new section on the practicalities of implementing the game plan, drawn from years of putting the author's strategies to work. In addition, the book addresses present-day business conditions which require much faster development times and multinational perspective. You will learn how to: Get great new product ideas from your customers Screen and prioritize new product projects Incorporate customer input for design and development of products Conduct proper concept analyses and test markets Develop a market launch plan to generate new product sales Develop and implement a new product game plan Accelerate the process to speed you new products to market and much more. You will also discover the 15 key lessons for new product success, and be able to anticipate the many pitfalls.

About the Author:

Robert G. Cooper is a professor of marketing at McMaster University. Founder of the widely employed StageGate product development process, he lives in Oakville, Ontario. Scott J. Edgett is associate professor of marketing at McMaster University and director of the Product Development Institute. He lives in Ancaster, Ontario. Elko J. Kleinschmidt is professor of marketing and international business and director of the engineering and management program at McMaster University. He lives in Ancaster, Ontario.

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