Description

Book Synopsis
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 fully updated and expanded edition is an 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

Winning at New Products 5th Edition

    Product form

    A Paperback / softback by Robert Cooper

    £22.00

    Includes FREE delivery

    Order before 4pm today for delivery by Fri 23 Oct 2026.

    2 in stock

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      Book details

      Publisher Basic Books
      Published 28 September 2017
      ISBN-13 9780465093328
      978-0465093328
      ISBN-10 0465093329
      Also in:
      Business, Finance & Law Business and Management

      Description

      Book Synopsis
      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 fully updated and expanded edition is an 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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