Product Leadership: Creating and Launching Superior New Products

Overview

Product innovation is a high-risk war, the battles being fought both behind a company’s doors and against the competition. But with all the effort companies exert to become product leaders, over a third of their new products still fail at launch, and many more never gain a profitable return. So what is it that product leaders like 3M, Merck, and Procter & Gamble know that allows them to continually lead the way with exceptional new products? In Product Leadership, Robert Cooper reveals the winners’ secrets, ...

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Overview

Product innovation is a high-risk war, the battles being fought both behind a company’s doors and against the competition. But with all the effort companies exert to become product leaders, over a third of their new products still fail at launch, and many more never gain a profitable return. So what is it that product leaders like 3M, Merck, and Procter & Gamble know that allows them to continually lead the way with exceptional new products? In Product Leadership, Robert Cooper reveals the winners’ secrets, and offers managers an invaluable resource to help implement and oversee systematic high-quality new product processes; develop new product strategies; manage product portfolios; determine which products to kill and which to back with resources; and foster ingenuity to outperform the competition. Showcasing examples from the winners, Cooper demonstrates that it takes a commitment from all managers, including marketing, finance, R&D, and HR to triumph over the competition and become a leader in the new products war.

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Product Details

  • ISBN-13: 9780738201566
  • Publisher: Basic Books
  • Publication date: 7/28/1999
  • Edition description: Older Edition
  • Pages: 336
  • Lexile: 1260L (what's this?)
  • Product dimensions: 6.08 (w) x 9.16 (h) x 0.88 (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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  • Anonymous

    Posted November 24, 2000

    The Discipline of Product Leadership

    Robert G. Cooper capitalizes on his long hands-on experience to analyze the key elements that make the product development process across industries successful. The key strength of Cooper's book lies in the systematic approach that he adopts in identifying the dos and don'ts of the product development process. Coopers helps readers understand the usage and limitations of that process. Unlike Clayton M. Christensen in The Innovator's Dilemma, Cooper unfortunately does not make a very clear distinction between sustaining and disruptive technologies and their impact on the product development process in his otherwise excellent book.

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