New Product Development Process Management

Author: Cooper
Publisher:
Publish Date: 2003-01-01
Features: This book is a powerful work introducing new product development, primarily focusing on a novel new product development process. It provides a detailed analysis of every major step and stage in the process. The book cites numerous case studies and research findings, offering clear and insightful explanations with scientific rigor and objectivity. It is highly practical with excellent operational applicability, offering significant guidance value for companies implementing new product development. The third edition and previous versions of this book have had a major impact in the United States, with many internationally renowned companies such as Procter & Gamble, DuPont, Nortel Networks, and HP adopting this new product development process. Practical evidence has proven its effectiveness. Over the past decade and a half, New Product Development Process Management has become the bible for new product developers worldwide. In this fully updated and expanded edition, Robert Cooper uses compelling evidence to illustrate why coordinated product development is crucial for company growth and how to maximize the probability of success. The book references the author's most recent research findings and highlights innovative practices from industry leaders such as 3M, Exxon Chemical, Guinness, and others, providing an action plan to achieve product leadership. Cooper outlines specific strategies for making wise business decisions at every stage, from idea generation to product launch, including:
● Making significant "acceptance" and "elimination" decisions
● Involving consumers in the early stages of discovery
● Assessing your project portfolio
● Listening to and adopting consumer feedback
● Developing a marketing plan
● Accelerating product launch speed