In today's business climate, where speed-to-market is paramount and there's no margin for error, companies who fail to excel at new products stand no chance of survival. Companies who live and die by their products need better tools for linking product development to strategy to ensure that resources are deployed efficiently from idea to launch across the full range of products.In 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 portfolioinvesting for maximum long-term growth. With its field-tested, step-by-step framework, the book provides corporations and managers with the methods and strategies they need to assess and realign their current R&D divisions, determine which products are most worthy of resource allocation, design and implement a portfolio management process, maximize the value of their product portfolios, create balanced portfolios, and recognize and solve challenges as they arise. Portfolio Management for New Products , is 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 those products to market. This book clarifies the decision-making process, demystifies R&D, and puts corporations on track to understanding and developing the strategies necessary to succeed in the highly competitive and volatile world of product development.
|Edition description:||Older Edition|
|Product dimensions:||6.36(w) x 9.47(h) x 0.89(d)|
|Lexile:||1280L (what's this?)|
About 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.