Winning At New Products: Creating Value Through Innovation

I think I have every edition of this book since it has been published. With all the talk of Agile Product Development, I am still an advocate of the Stage Gating Process. The author explains how it can be scaled back for certain applications to make the gating process more agile.I am presently working on building a Data Mart to support New Product Development (G1 -> G5) and Product Management processes (G5 -> G9). This book primarily focuses on "New Product" like the title says, however sometimes you have to focus on simply better managing the product you have in the marketplace!I would like to see a expanded section (or new book) on better managing products from G5 to G9. I have been mapping out this process and it generally can be described as Post-Launch (Infancy Stage) to Maintenance Stage, to Refresh Stage (Renew Product Feature/Functionality or Pricing Changes) to Retirement Stage. We are trying to capture the metrics for products within a portfolio that can be automated into a Product Portfolio Heat Map.Other than that I think this is a great book.Gary E. Smith

I am a fan of Robert G. Cooper's Stage Gate (TM) NPD process. I was excited to read his new publication of this book. He did not disappoint! For most companies, NPD is a complicated series of trials and errors harmed by systematic procrastination, low quality front-end work resulting costly, poorly adopted internal and external products doomed to fail immediately after launch. After reading and applying these principles the mystery of NPD becomes corporate common sense and innovation becomes a strategic ingredient to the overall mission of the growing company.

Provides a good overview of the stage-and-gated process, with the right amount of detail.

This book is ok, but it was a really boring read. I also felt as if it was very repetitive throughout.

Robert Cooper,does a thorough job of demonstrating how to succeed in product innovation. He uses best practices, new approaches and easy to understand illustrations. If you are in the product development world, this is a must read from one of the founders / forefathers of the Stage Gate Idea-to-Launch Process.

it is a really good book,broaden the concept of innovation and have more meaningful guidance for various company to reach business goal. A best buying!

I use this as a reference almost every week.

I purchased this book for school. It was easy to read and follow along with my class.