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Winning at New Products: Accelerating the Process from Idea to Launch (Anglais) Broché – 3 mai 2001

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Book by Cooper Robert G

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Corporations everywhere are engaged in a new products war. Lire la première page
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Couverture | Copyright | Table des matières | Extrait | Index | Quatrième de couverture
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Commentaires client les plus utiles sur (beta) 28 commentaires
106 internautes sur 107 ont trouvé ce commentaire utile 
Thorough Textbook for Serious New Products Dev. Managers 15 novembre 2001
Par Bradley A. Swope - Publié sur
Format: Broché
REVIEW: (Rev of 2nd edition) It is now widely accepted that innovation is a core competence that is required by nearly all organizations. As a result, many companies have been very successful at generating new innovations. However, generating innovations is just the first step and an excess of innovations in many companies has created a need for good management processes to deal with them. These are the issues addressed by this book and there may be no other place where these issues are addressed as thoroughly and well as here. The author provides a thorough review and analysis of each step of the development process from idea to commercial launch. While the book can be slow reading at times, I firmly believe the author's method of separating the process into stages and providing screening mechanisms between the stage are excellent advice. Following these methods should lead to: (1) accelerated product development, (2) increased success rate of new products, and (3) a more effective and efficient new products development process. Accordingly, the book should be especially useful to those managers responsible for portfolios of new products. If this is you, this book is highly recommended.
STRENGTHS: The book provides a very thorough review and analysis of the new product development process from innovation through to launch. The author has done a very thorough review of the research in this field and the book does an excellent job of citing other material. The book also contains an appropriate use of graphics for illustrating some points.
WEAKNESSES: While the book doesn't focus on any particular industry, its teachings are probably most applicable to more traditional product companies (e.g. P&G, DuPont). Also, (and this maybe an unfair comment for a book targeted at products) the book probably isn't that helpful for innovations in services which may be even more important in modern companies than product innovation (e.g. GE and IBM are currently pushing services). Another concern, the book is fairly "textbook like" and only those seriously interested in the subject may find it easy/enjoyable to read. Some passages seem to drag on and I often wished the author would have been more concise and not tried to so thoroughly justify every point.
WHO SHOULD READ THIS BOOK: Product development managers, new business managers, and others responsible for bringing innovations to market should read this book. Those responsible for _portfolios_ of new products/innovations may especially find this book useful.
ALSO CONSIDER: Jeffrey A Timmons - New Venture Creation; Guy Kawasaki - Rules for Revolutionaries; Peter F. Drucker - Innovation & Entrepreneurship
17 internautes sur 18 ont trouvé ce commentaire utile 
The Father of the Stage-Gate Approach Speaks 9 février 2005
Par J. Groen - Publié sur
Format: Broché Achat vérifié
Bob Cooper, the author of this book, is the originator of the stage-gate approach to new product development, and is recognized as such by the federal government who registered this phrase under his company. He initially described the approach in a couple of excellent articles written in the late 1970s but this book, first written in the late 1980s and updated twice since, is really the best source for the stage-gate process. Although his writing can be dry and his tone preachy, you can't argue with the base information and the conclusions. He studied 3000 new products in hundreds of companies to identify what separates the winners from the losers in new products, and stage-gates are one of the keys, along with cross-functional teams and a clear understanding of the customer's needs. Today over 96% of companies in a recent survey use stage-gates, and the best at bringing new products to market, the organizations that are the most profitable and growing the fastest, do it well. This book lays out how to do it well. If you want to install a stage-gate process, and you need to, if your company doesn't have one, this is your best source.
10 internautes sur 10 ont trouvé ce commentaire utile 
Insightful! 3 juin 2004
Par Rolf Dobelli - Publié sur
Format: Broché
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. We recommend this book to idea people in marketing, technology, R & D and sales.
23 internautes sur 31 ont trouvé ce commentaire utile 
Interesting treatise on taking new products to market 12 janvier 2000
Par Timothy T. Sullivan - Publié sur
Format: Broché
Cooper does a great job presenting the value of his "stage gate" system for developing and launching new products while minimizing risk of failure. A bit academic, but useful advice for all product managers in any industry.
3 internautes sur 3 ont trouvé ce commentaire utile 
An exccellent treatment of stage gate product development 23 août 2005
Par N. S. Rothman - Publié sur
Format: Broché
The person who first described the "stage-gate" process presents an excellent and in-depth discussion of the product development process and how companies are successful with new products. Each stage and gate are expanded with excellent detail and clear presentation. I found it to be an excellent reference and an accompanying text for a class I am teaching in engineering management.
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