Portfolio Management for New Products / Edition 2

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In this fully updated edition of Portfolio Management for New Products, the authors present a rigorous and practical approach to managing a company's product portfolio as you would a financial portfolio-investing for maximum long-term growth. With its field-tested, step-by-step framework, the book provides corporations and managers with the strategies they need to assess and realign their current R&D operations; determine which products are most worthy of resource allocation; design and implement a portfolio management process; maximize the value of their portfolios; and recognize and solve challenges as they arise. This book will be an essential resource for any company whose profitability, and very existence, relies on the products it chooses to develop and the speed with which it brings them to the market.
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Editorial Reviews

Emphasizing long-term growth, this guide to portfolio management examines the methods used by major companies and explains the principles governing resource allocation for developing projects. Particular attention is given to determining which products are most worthy of resource allocations, creating a balanced portfolio, improving estimates for market forecasts and pricing, and implementing a portfolio management strategy. The authors teach marketing at McMaster University. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9780738205144
  • Publisher: Basic Books
  • Publication date: 1/8/2001
  • Edition description: New Edition
  • Edition number: 2
  • Pages: 382
  • Sales rank: 901,272
  • Product dimensions: 6.32 (w) x 9.24 (h) x 1.26 (d)

Meet 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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Table of Contents

Ch. 1 The Quest for the Right Portfolio Management Process 1
Ch. 2 Three Decades of R&D Portfolio Methods: What Progress? 15
Ch. 3 Portfolio Management Methods: Maximizing the Value of the Portfolio 29
Ch. 4 Portfolio Management Methods: Seeking the Right Balance of Projects 73
Ch. 5 Portfolio Management Methods: A Strong Link to Strategy 105
Ch. 6 Portfolio Management Methods Used and Performance Results Achieved 145
Ch. 7 Challenges and Unresolved Issues 173
Ch. 8 Data Integrity: Obtaining Reliable Information 207
Ch. 9 Making Strategic Allocations of Resources: Deployment 247
Ch. 10 Making Portfolio Management Work for You: Portfolio Management and Project Selection 269
Ch. 11 Designing and Implementing the Portfolio Management Process: Some Thoughts and Tips Before You Charge In 303
App. A Overhauling the New Product Process 333
App. B Sample Gate 3 Screening Criteria (Scored) 341
App. C NewPort Max Software: A Tool for New Product Portfolio Management 345
App. D The NewProd 3000 Model 347
Reference Notes 349
Index 365
About the Authors 381
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Customer Reviews

Average Rating 2.5
( 2 )
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Sort by: Showing all of 2 Customer Reviews
  • Anonymous

    Posted January 17, 2002

    Not enough material to fill the pages!!!

    The authors are undoubtedly among the experts in the subject matter. Some of the concepts and techniques are quite interesting and insightful. However, I sincerely believe the materials could be covered in one-third of the actual number of pages in the book. There are so much repetitions that it becomes almost annoying. Identical remarks are repeated again and again, as if there is not enough material to fill the pages of a full fledged book. Good books are not necessarily thick ones!!!

    1 out of 1 people found this review helpful.

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  • Anonymous

    Posted April 22, 2009

    No text was provided for this review.

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