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Winning at New Products
Book

Winning at New Products

Accelerating the Process from Idea to Launch

Robert K. Cooper
Perseus Books, 2001

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Editorial Rating

7

Qualities

  • Innovative
  • Applicable

Recommendation

New products accelerate consumerism and a truly innovative launch can re-ignite corporate balance sheets, but new product attrition is high. For every seven new product ideas floated, about four enter development, one and a half are launched and only one succeeds (25% to 45% of new products flop). Yet intrepid corporations innovate and live to recount their tales to happy shareholders. The book presents every conceivable detail of the launch process - evaluation, management, best practices, game plans and even the seemingly impossible, incorporating new ideas into corporate thinking. So, what are the shortcomings? Well, there’s not enough service industry info and there is too much redundancy. Processes are listed, sub-processes are listed and sub-sub-processes, until the reader gets lost in lists and stages. Still, if you retain the energy to try, this book provides the theoretical and operational framework for launching new products. All you need is that billion dollar idea. getAbstract.com recommends this book to idea people in marketing, technology, R & D and sales.

Take-Aways

  • Globalization, technological advances, changing customer needs, shorter product line cycles and increased world competition drive new product introductions.
  • Introducing products quickly creates competitive advantages and higher profitability.
  • About one-third of new product launches fail due to poor market research and deficient product launch efforts.

About the Author

Robert G. Cooper is a professor of marketing at the Michael G. DeGroote School of Business, McMaster University in Canada and ISBM Distinguished Research Fellow at Pennsylvania State University’s Smeal College of Business Administration. He is the creator of the Stage-Gate product development process and is the author of numerous books on new product introductions.

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