New Product Development Process Management - 3rd Edition (Original 3rd Edition)

Author: Cooper
Publisher:
Publish Date: 2003-01-01
Features: For many years, "New Product Development Process Management" has become the Bible for new product developers everywhere. 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 cites the author's most recent research findings and highlights innovative practices from industry-leading companies such as 3M, Exxon Chemical, Guinness, providing a set of actionable plans to achieve product leadership. Cooper outlines specific strategies for making wise business decisions at every step from idea generation to product launch, including:
Making significant "acceptance" and "elimination" decisions
Involving consumers in the discovery phase before development
Evaluating your project portfolio
Listening to and adopting consumer feedback
Developing a marketing plan
Accelerating the speed of product launch