Winning at new products
Kernboodschap
The landmark book that defines successful product development-revised, updated, and expanded for the next generation of product leaders.. For over a decade, Winning at New Products has served as the bible for product developers everywhere. In this fully updated and expanded edition, Robert Cooper demonstrates with compelling evidence why consistent product development is so vital to corporate growth and how to maximize your chances of success. By any measure, most product concepts never make it to market, and of those that do, most fail. Winning at New Products cites the most recent research and showcases innovative practices at such industry leaders as 3M, Exxon Chemical, and Guinness to present a field-tested game plan for achieving product leadership. Cooper outlines specific strategies for assessing risk, marshalling the appropriate resources, engaging customers in the pre-development discovery phase, evaluating your project portfolio, ensuring true cross-functional collaboration, and, most importantly, applying a rigorous process for making sound business decisions at every step-from idea generation to launch.
Inhoudsopgave
Chapter 1 : Winning Is Everything
New Products Warfare
New Products: The Key to Corporate Prosperity
Beating the Odds
What’s New About a New Product?
Performance and Innovativeness
Au Introduction to the Game,
Chapter 2: New Products: Problems and Pitfalls
Skeletons In Our Closets
Analyzing Failure,
Our Projects Studies: Why New Products Fail
What Really Happens in Typical New Product Projects?
A Step-by-Step Description
Quality Is Missing
Where the Resources Are Spent
Problems and Pitfalls
From Losers to Winners
Chapter 3: What Scparates the Winners from the Losers?
The Right Products Right
The Keys to New Product Succes
Succes versus Failure
Winners versus Losers: More Recent NewProd Studies. Benchmarking Studies of Best Practises
What Makes a Winner?
Chapter 4: Lessons for Succes: The Critical Succes Factors
Fifteen Critical Success Factors
Toward a Stage-Gate tm New Product Process
Chapter 5: The New Product Process: The Stage-GateTM Plan
Stage-Gate™ Systems
Seven Goals of a New Product Process
Managing Risk
The Stage-Gate™ Process
An Overview of the Stage-Gate™ Process
What the Staec-Gate™ Process Is Not
Built-in Success Factors,
Speeding Up the Process: The Third-Generation Process
What About Fundamental Research Projects or Platform Developments?
Toward a Winning New Product Process
Chapter 6: Discovery: The Quest for Breakthrough Ideas
The Discovery Stage: Ideation
A Strategie Outlook—Look for Disruptions in Your Customer's Industry The Value of Scenarios.
Use Voice-of-Costumer Research to Uncover New Opportunities
Work with Lead or Innovative Customers
Fundamental Research Breakthroughs—Changing the Basis of Competition.
Harness the Creative Ability of Your Entire Organisation
One Dozen More Ways to Get Great New Product Ideas
Chapter 7: The Early Game: From Discovery to Development
On to Stage 1: Scoping
On to Stage 2: Building the Business Case
On to Development
Chapter 8: Picking theWinners: Effective Gates and Portfolio Management
The Right Projects Right
Three Approaches to Project Selection:A Quick Look
Popularity, Strengths, and Weaknesses of
Project Selection Methods
A Closer Look at Benefit Measurement Approaches
A Closer look at Economic Models.
Designing the Go/Kill Decision Points
The Gatekeepers
But it’s More Than Just Project Selection
Different Goals, Different Portfolio Tools
Putting the Portfolio Tools to Work.
Just Do It!
Chapter 9: Development, Testing and Validation
On to Stage 3: Development
Seek Customer Input Throughout the Development Stage
Shortening Development Times
Parallel Actions During Stage 3
On to Stage 4: Testing and Validation
Go for Launch
Chapter 10: The Final Play—Into the Market
The Marketing Plan
Setting Marketing Objectives
The Sirtuation Size-up
Defining the Target Market
Product Strategy
The SupportingElements of the Market Launch Plan
Advertising and Marketing Communications:
Getting the Message Across.
Sales Force Decisions.
Other Suppoting Strategies
Marketing Planning and the Stage-Gate New Product Process
The final Step: The "Financials"
Chapter 11: Implementing the Stage-Gate New Product Process in Your Company
Let's Implement Stage-Cate
The Nature and Use of the New Product Process
Designing and Implementing a Stage-Gate Process
Stage 1: The Foundation: Defining the Process Requirements
Stage 2: Detailed Design of Your Stage-Gate Process
Stage 3: Implementation
Ten Ways to Fail!
A Final Thought on Implementation
Chapter 12: A Product Innovati0on and Technology Strategy forYour Business
Win the Battle, Lose the War?
The Importance of a Product Innovation Strategy for Your Business.
What is a Product Innovation Strategy?
Why Have a Product Innovation Stratety at All?
The Evidence in Support of Strategy
The #2 Cornerstone of Performance: A Clear and
Well-Communicated New Product Strategy for the Business
Strategy Types: Prospectors, Analyzers, Defenders, Reactors
Winning Product Innovation Strategies and Their Performance Impacts, Developing a Product Innovation Strategy for Your Business: Setting Goals
Defining Target Arenas for Your Business
Prioritizing: Defining the Spending Splits
Developing Attack Plans
Key Points for Management
Putting Your Product Innovation Strategy to Work
Some final Thoughts on New Product Strategy
Appendices and index
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