Editorial Review:
Getting high-quality new products to market on time is one of the most crucial aspects of succeeding in business. It’s also the most difficult to achieve. With Winning at New Products you will be better prepared to create and execute a winning game plan for launching innovative and market-driven new products. Successfully implemented by such companies as DuPont, Exxon, Proctor & Gamble, and Corning, the systematic game plan presented leads you step-by-step along the road to success, from generating product ideas to launching them to consumers.This second edition contains a major new section on the practicalities of implementing the game plan, drawn from years of putting the author’s strategies to work. In addition, the book addresses present-day business conditions which require much faster development times and multinational perspective. You will learn how to: Get great new product ideas from your customers Screen and prioritize new product projects Incorporate customer input for design and development of products Conduct proper concept analyses and test markets Develop a market launch plan to generate new product sales Develop and implement a new product game plan Accelerate the process to speed you new products to market and much more. You will also discover the 15 key lessons for new product success, and be able to anticipate the many pitfalls.
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Customer Reviews
Average Customer Rating: 
An excellent way to start New Products Management  2008-10-29
It is quite surprising that I had not even heard of Prof. Robert Cooper or his books one month ago and now whatever we do about New Products, is based on either what he taught us in a two day seminar or what has been written by him in his books!
His book Winning at New Products is the foundation for New Products Management!
Neither here, nor there  2008-09-21
The book reads like a graduate student paper, very heavy on citation of the theories in technology management, very light on original research. A typical statement in the book would be "this theory, backed by our extensive research)" proceeding to just quote the original theory. The book does not provide any eye-openers about winning in today's marketplace, but rather summarizes existing theories, like stage gate, house of quality, development funnel, etc.. It lacks the depth in any particular subject, and perhaps could be a good overview for somebody, just not sure who.
Worth reading with care  2008-08-29
Robert Coopers "Winning at New Products" is "the classic" on product development (at least according to him) and is the book that introduces the Stage-Gate model that made some companies product development a lot better... and some companies a mess. I did not expected too much from the book, but it was better than I expected, except for some parts of it.
The book broadly consists of three different parts. The first provides a background, the second provides guidelines for stage-gate and the last looks at strategy.
The first four chapters try to convince the reader that new products and Robert Coopers ideas (stage-gate and the product he sells) are very good ideas. It's full of research 'evidence', but it seems to be coming from the same few sources. Also some of the conclusions from the research evidence are somewhat far fetched, in my opinion. Anyways, it did contain some useful information, like the effort spend on market research in early phases of a product is often not enough.
The second part occupies most of the book and looks at the different stages in the stage-gate process. The focus of the book is actually NOT so much on the product development itself, but mainly on the marketing and product management aspect. This is important to realize, if you wanted a book on product development, you better look at other books like Don Reinertsens "Managing the Design Factory". Chapter 8 is a sidetrack chapter which talks about portfolio management. Chapter 10 is suppose to talk about the lat stage, but instead it seems to be a summary of the marketing issues needed throughout the whole development, which makes me wonder a little about the things that actually need to be done on the last stage.
Some of the problems I had and have with stage-gate is that it does provide a very serial view on developing products. First start with marketing and "nail down the spec". Hand it over to development and then do testing. Cooper tries to explain that this is not the case, but it is very hard to make that conclusion when, on the next page, he says "nail down the spec before the development starts." He sometimes doesn't seem to know what he is actually advising. In that sense, the book did not convince me at all that stage-gate is a good idea, especially in fast cycle time products and software development.
The last chapter covered strategy, but did so in a very minor way. It was still useful to include it to make the book one whole.
I actually liked Coopers book. It had a strong marketing focus and I learned from that. I do not agree with some of the ideas Cooper has and also his references seem to be limited. Though, his writing style is absolutely awful. It's so popular! He uses exclamation marks every other sentence! Writes in absolutes! It really annoyed me!
I thinking between 3 and 4 stars. Its certainly not "the product development bible" as Cooper claims himself. I decided to go for three stars mainly because of his annoying writing style and because the book could be written in 1/4th the amount of pages (a lot of blah blah). If you read one book on product development, this is not it. If you want to study the area more broadly, this book certainly needs to be included.
Excellent for all levels! 2008-03-27
This is an excellent book! It's clearly presented, with each point backed by serious research studies. The logic is flawless and the book informs in a friendly, easy-to-digest manner. I highly recommend this book for anyone involved in any way shape or form of the product launch/marketing process.
Winning this book 2008-02-19
I had this book as part of the review material for my product management certification. I like the build up of its chronology. I also like the statistics presented. It discusses in detail the new product process and the decision/questions that need to be thought of before proceeding to the next stage. Very useful, if you are in the product development group deveoping your process, checklist, decision points.
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