Champion is King: The emergence of a new product

Author: (USA) Cooper
Publisher:
Publication Date: 2001-09-01
Features: Product innovation is a crucial strategic element in the battle of products. Many companies attempt to lead the pack in the war of new products. But things don’t always go as planned—over one-third of new products fail immediately upon entering the market, while more struggle to survive with minimal profits. So, what is the secret that allows some outstanding companies (such as 3M, Microsoft, and Procter & Gamble) to stand out in the battle of products and remain unbeatable? In the book, Robert Cooper reveals the winning secrets of the battle of products. It provides managers battling in the business war with the following management methods for new product development: How to use the stage-gate new product process; How to establish and monitor the new product process; How to develop new product strategies; How to establish a sound portfolio management mechanism; How to make project selections; How to successfully launch new products into the market; and How to remain unbeatable in fierce competition.
Author Robert Cooper is currently a professor of marketing at McMaster University in Ontario and the inventor of the widely used stage-gate new product process. With numerous business war examples accumulated over the years, he offers senior executives a classic guide to winning in the battle of new products. This is a must-read for senior executives seeking victory in the business war.