Product Leadership: Creating and Launching Superior New Products

by Robert G. Cooper

Book Overview

Product innovation is a high-risk war, the battles being fought both behind a company's doors and against the competition. But with all the effort companies exert to become product leaders, over a... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 0738201561
• ISBN13: 9780738201566
• Release Date: August 1999
• Publisher: Perseus Books
• Length: 314 Pages
• Weight: 0.15 lbs.
• Dimensions: 0.9" x 6.1" x 9.2"

Customer Reviews

A detailed but highly customizable process for new products

The value of this book lies in two major aspects. Cooper is a world expert at the product development process, and focuses on the elements needed to make that process successful (rather than just explicating the steps). He does this by pointing our the critical sucess factors. Six of these focus on the process elements that are necessary, and seven more focus on critical elements for execution. However, just as important, Cooper makes use of his vast background in consulting and his knowledge of the workings of many companies, and fills the book with commentary on the usage and limitations of the process, using examples from real companies, and "Key Points for Management. He is one of the few consultants who has developed a process who also teaches the reader how to make it valuable to his own needs.

Covers the key topics in new product management.

In a world where senior management has limited time to absorb a wide variety of new ideas, Product Leadership provides an overview of the key issues in new product management. If the reader were to then take action based on the principles, processes and guidelines laid out in this book, they would reap significant rewards for their organizations.

Do not underestimate the strategic synergy in this process.

Most reviews on this book concentrate on how to develop new products, but one should not underestimate the corporate value to the discipline inherent in the process. Cooper's Stage Gate forces the best out of the planners and keeps the momentum focused on winners. What it also does is make best use of R & D money so you can be sure these valuable dollars are constantly working hard for superior results. Even the Finance people can get on board this process quickly and enthusiastically.This is a must read for anyone involved in the strategic planning process no matter what the company.

Comprehensive guide to successful innovation management

This book provides you with all you need to know about implementing approaches designed to improve the business's new product performance. The key topics of Stage-Gate processes, portfolio management and developing a product innovation strategy are well laid out. A must-read for the leadership team of the business!

A highly useful book for senior managers

Here is a book that concentrates on the senior managers (including the CEO) and their roles in the company's new product efforts. The contents include key factors for success, the new product development process, portfolio management and also new product strategy. Some of these topics have been covered in other books by Cooper. But here you'll find them in a condensed form. And most important: The book has many "Key points for management". These key points are very concrete actions the senior managers take to set the stage for a highly successful new product effort in their company.