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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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Commentaires client les plus utiles sur (beta) 3.9 étoiles sur 5 29 commentaires
2 internautes sur 2 ont trouvé ce commentaire utile 
3.0 étoiles sur 5 Worth reading with care 29 août 2008
Par Bas Vodde - Publié sur
Format: Broché Achat vérifié
Robert Coopers "Winning at New Products" is "the classic" on product development (at least according to him) and is the book that introduces the Stage-Gate model that made some companies product development a lot better... and some companies a mess. I did not expected too much from the book, but it was better than I expected, except for some parts of it.

The book broadly consists of three different parts. The first provides a background, the second provides guidelines for stage-gate and the last looks at strategy.

The first four chapters try to convince the reader that new products and Robert Coopers ideas (stage-gate and the product he sells) are very good ideas. It's full of research 'evidence', but it seems to be coming from the same few sources. Also some of the conclusions from the research evidence are somewhat far fetched, in my opinion. Anyways, it did contain some useful information, like the effort spend on market research in early phases of a product is often not enough.

The second part occupies most of the book and looks at the different stages in the stage-gate process. The focus of the book is actually NOT so much on the product development itself, but mainly on the marketing and product management aspect. This is important to realize, if you wanted a book on product development, you better look at other books like Don Reinertsens "Managing the Design Factory". Chapter 8 is a sidetrack chapter which talks about portfolio management. Chapter 10 is suppose to talk about the lat stage, but instead it seems to be a summary of the marketing issues needed throughout the whole development, which makes me wonder a little about the things that actually need to be done on the last stage.

Some of the problems I had and have with stage-gate is that it does provide a very serial view on developing products. First start with marketing and "nail down the spec". Hand it over to development and then do testing. Cooper tries to explain that this is not the case, but it is very hard to make that conclusion when, on the next page, he says "nail down the spec before the development starts." He sometimes doesn't seem to know what he is actually advising. In that sense, the book did not convince me at all that stage-gate is a good idea, especially in fast cycle time products and software development.

The last chapter covered strategy, but did so in a very minor way. It was still useful to include it to make the book one whole.

I actually liked Coopers book. It had a strong marketing focus and I learned from that. I do not agree with some of the ideas Cooper has and also his references seem to be limited. Though, his writing style is absolutely awful. It's so popular! He uses exclamation marks every other sentence! Writes in absolutes! It really annoyed me!

I thinking between 3 and 4 stars. Its certainly not "the product development bible" as Cooper claims himself. I decided to go for three stars mainly because of his annoying writing style and because the book could be written in 1/4th the amount of pages (a lot of blah blah). If you read one book on product development, this is not it. If you want to study the area more broadly, this book certainly needs to be included.
17 internautes sur 18 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 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.
4.0 étoiles sur 5 Winning this book 19 février 2008
Par Rodney Gaviola - Publié sur
Format: Broché Achat vérifié
I had this book as part of the review material for my product management certification. I like the build up of its chronology. I also like the statistics presented. It discusses in detail the new product process and the decision/questions that need to be thought of before proceeding to the next stage. Very useful, if you are in the product development group deveoping your process, checklist, decision points.
7 internautes sur 9 ont trouvé ce commentaire utile 
1.0 étoiles sur 5 1 for some readers, 5 for others depending on your style..... 5 juillet 2006
Par J Clarke - Publié sur
Format: Broché Achat vérifié
The author is obviously a big believer in the "tell the reader what you are going to teach them, tell them in more detail and then tell them what you've told them".

If you are a numbers and figures person that wants to see proof and likes the same information reiterated, then you will love this book. It references many studies and uses a lot of graphs to support their theories.

If, on the other hand, you a big-picture person and you prefer information in a story format then this book is going to be a long, tedious book to read and you will likely start skimming very early in the book.
2 internautes sur 5 ont trouvé ce commentaire utile 
3.0 étoiles sur 5 Winning at New Products 5 juillet 2006
Par TwwwF - Publié sur
Format: Broché Achat vérifié
This book turned out to be not unlike most other books out there on the subject of New Product Development. I guess I was looking for something different, something more Power Point in Style, even if it were in black and white. I took it with me to the mountains to read on a three day vacation, but it was a struggle to get through it. My background is Industrial Design and I am always interested in books like this. It just was not my cup of tea.
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