Winning at new products: accelerating the process from idea to launch
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New York
Basic books
2008
|
| Edition: | 3. ed., [Nachdr.] |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XIII, 425 S. graph. Darst. |
| ISBN: | 9780738204635 0738204633 |
Staff View
MARC
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| adam_text | Contents
Pareface
ІХ
Chapter I
Winning Is Everything
1
New Products Warfare,
1
New Products: The Key to Corporate Prosperity,
4
Beating the Odds,
12
What s New About a New Product?
13
Performance and Innovativeness,
16
An Introduction to the Game,
20
Chapter
2
New Products: Problems and Pitfalls
22
Skeletons in Our Closets,
22
Analyzing Failure,
23
Our Projects Studies: Why New Products Fail,
26
What Really Happens in Typical New Product Projects?
31
A Step-by-Step Description,
34
Quality Is Missing,
38
Where the Resources Are Spent,
39
Problems and Pitfalls,
45
From I /xsers to Winners,
48
Chapter
3
What Separates the Winners from the Losers?
50
The Right Products Right,
50
The Keys to New Product Success,
51
Success Versus Failure,
52
Winners Versus Losers: More Recent NewProd Studies,
58
Benchmarking Studies of Best Practices,
70
What Makes a Winner?
82
vii
viii
/ Contents
Chapter
4
Lessons for Success: The Critical Success Factors
83
Fifteen Critical Success Factors,
83
Toward a Stage-Gate™ New Product Process,
112
Chapter
5
The New Product Process: The Stage-Gate™ Game Plan
113
Stage-Gate™ Systems,
113
Seven Goals of a New Product Process,
115
Managing Risk,
123
The Stage-Gate™ Process,
129
An Overview of the Stage-Gate™ Process,
132
What the Stage-Gate™ Process Is Not!
142
Built-in Success Factors,
144
Speeding Up the Process: The Third-Generation Process,
145
What About Fundamental Research Projects or
Platform Developments?
151
Toward a Winning New Product Process,
152
Chapter
6
Discovery: The Quest for Breakthrough Ideas
154
The Discovery Stage: Ideation,
154
A Strategic Outlook
—
Look for Disruptions
in Your Customers Industry,
156
The Value of Scenarios,
159
Use Voice-of-Customer Research to
Uncover New Opportunities,
162
Work with Lead or Innovative Customers,
165
Fundamental Research Breakthroughs
—
Changing the Basis of Competition,
166
Harness the Creative Ability of Your Entire Organization,
168
One Dozen More Ways to Get Great New Product Ideas,
170
Chapter
7
The Early Game: From Discovery to Development
178
On to Stage
1:
Scoping,
178
On to Stage
2:
Building the Business Case,
184
On to Development,
212
Contents / ix
Chapter
8
Picking the Winners: Effective Gates and Portfolio Management
213
The Right Projects Right,
213
Three Approaches to Project Selection: A Quick Look,
216
Popularity, Strengths, and Weaknesses of
Project Selection Methods,
218
A Closer Look at Benefit Measurement Approaches,
222
A Closer Look at Economic Models,
225
Designing the Go/Kill Decision Points,
230
The Gatekeepers,
236
But It s More Than Just Project Selection,
238
Different Goals, Different Portfolio Tools,
239
Putting the Portfolio Tools to Work,
243
Just Do It!
251
Chapter
9
Development, Testing, and Validation
252
On to Stage
3:
Development,
252
Seek Customer Input Throughout the Development Stage,
253
Shortening Development Times,
258
Parallel Actions During Stage
3, 263
On to Stage
4:
Testing and Validation,
265
Go for Launch,
278
Chapter
10
The Final Play—Into the Market
279
The Marketing Plan,
279
Setting Marketing Objectives,
281
The Situation Size-Up,
283
Defining the Target Market,
287
Product Strategy,
292
The Supporting Elements of the Market Launch Plan,
295
Advertising and Marketing Communications:
Getting the Message Across,
301
Sales Force Decisions,
305
Other Supporting Strategies,
306
Marketing Planning and the Stage-Gate New Product Process,
307
The Final Step: The
Financiais,
307
χ
/ Contents
Chapter
11
Implementing the Stage-Gate New Product Process in Your Company
310
Lets Implement Stage-Gate,
310
The Nature and Use of the New Product Process,
317
Designing and Implementing a Stage-Gate Process,
322
Stage
1:
The Foundation: Defining the Process Requirements,
324
Stage
2:
Detailed Design of Your Stage-Gate Process,
329
Stage
3:
Implementation,
333
Ten Ways to Fail!
350
A Final Thought on Implementation,
351
Chapter
12
A Product Innovation and Technology Strategy for Your Business
352
Win the Battle, Lose the War?
352
The Importance of a Product Innovation Strategy
for Your Business,
353
W7hat Is a Product Innovation Strategy?
354
Why Have a Product Innovation Strategy at All?
356
The Evidence in Support of Strategy,
357
The
#2
Cornerstone of Performance: A Clear and
Well-Communicated New Product Strategy for the Business,
359
Strateg)·
Types: Prospectors, Analyzers, Defenders, Reactors,
361
Winning Product Innovation Strategies and
Their Performance Impacts,
362
Developing a Product Innovation Strategy for
Your Business: Setting Goals,
370
Defining Target Arenas for Your Business,
373
Prioritizing: Defining the Spending Splits,
385
Developing Attack Plans,
386
Key Points for Management,
390
Putting Your Product Innovation Strategy to Work,
391
Some Final Thoughts on New Product Strategy,
392
Appendix A ProBE Benchmarking Tool
395
Appendix
В
The NewProd™ Model
397
Notes
399
Index
413
|
| adam_txt |
Contents
Pareface
ІХ
Chapter I
Winning Is Everything
1
New Products Warfare,
1
New Products: The Key to Corporate Prosperity,
4
Beating the Odds,
12
What's New About a New Product?
13
Performance and Innovativeness,
16
An Introduction to the Game,
20
Chapter
2
New Products: Problems and Pitfalls
22
Skeletons in Our Closets,
22
Analyzing Failure,
23
Our Projects Studies: Why New Products Fail,
26
What Really Happens in Typical New Product Projects?
31
A Step-by-Step Description,
34
Quality Is Missing,
38
Where the Resources Are Spent,
39
Problems and Pitfalls,
45
From I /xsers to Winners,
48
Chapter
3
What Separates the Winners from the Losers?
50
The Right Products Right,
50
The Keys to New Product Success,
51
Success Versus Failure,
52
Winners Versus Losers: More Recent NewProd Studies,
58
Benchmarking Studies of Best Practices,
70
What Makes a Winner?
82
vii
viii
/ Contents
Chapter
4
Lessons for Success: The Critical Success Factors
83
Fifteen Critical Success Factors,
83
Toward a Stage-Gate™ New Product Process,
112
Chapter
5
The New Product Process: The Stage-Gate™ Game Plan
113
Stage-Gate™ Systems,
113
Seven Goals of a New Product Process,
115
Managing Risk,
123
The Stage-Gate™ Process,
129
An Overview of the Stage-Gate™ Process,
132
What the Stage-Gate™ Process Is Not!
142
Built-in Success Factors,
144
Speeding Up the Process: The Third-Generation Process,
145
What About Fundamental Research Projects or
Platform Developments?
151
Toward a Winning New Product Process,
152
Chapter
6
Discovery: The Quest for Breakthrough Ideas
154
The Discovery Stage: Ideation,
154
A Strategic Outlook
—
Look for Disruptions
in Your Customers Industry,
156
The Value of Scenarios,
159
Use Voice-of-Customer Research to
Uncover New Opportunities,
162
Work with Lead or Innovative Customers,
165
Fundamental Research Breakthroughs
—
Changing the Basis of Competition,
166
Harness the Creative Ability of Your Entire Organization,
168
One Dozen More Ways to Get Great New Product Ideas,
170
Chapter
7
The Early Game: From Discovery to Development
178
On to Stage
1:
Scoping,
178
On to Stage
2:
Building the Business Case,
184
On to Development,
212
Contents / ix
Chapter
8
Picking the Winners: Effective Gates and Portfolio Management
213
The Right Projects Right,
213
Three Approaches to Project Selection: A Quick Look,
216
Popularity, Strengths, and Weaknesses of
Project Selection Methods,
218
A Closer Look at Benefit Measurement Approaches,
222
A Closer Look at Economic Models,
225
Designing the Go/Kill Decision Points,
230
The Gatekeepers,
236
But It's More Than Just Project Selection,
238
Different Goals, Different Portfolio Tools,
239
Putting the Portfolio Tools to Work,
243
Just Do It!
251
Chapter
9
Development, Testing, and Validation
252
On to Stage
3:
Development,
252
Seek Customer Input Throughout the Development Stage,
253
Shortening Development Times,
258
Parallel Actions During Stage
3, 263
On to Stage
4:
Testing and Validation,
265
Go for Launch,
278
Chapter
10
The Final Play—Into the Market
279
The Marketing Plan,
279
Setting Marketing Objectives,
281
The Situation Size-Up,
283
Defining the Target Market,
287
Product Strategy,
292
The Supporting Elements of the Market Launch Plan,
295
Advertising and Marketing Communications:
Getting the Message Across,
301
Sales Force Decisions,
305
Other Supporting Strategies,
306
Marketing Planning and the Stage-Gate New Product Process,
307
The Final Step: The
"Financiais,"
307
χ
/ Contents
Chapter
11
Implementing the Stage-Gate New Product Process in Your Company
310
Lets Implement Stage-Gate,
310
The Nature and Use of the New Product Process,
317
Designing and Implementing a Stage-Gate Process,
322
Stage
1:
The Foundation: Defining the Process Requirements,
324
Stage
2:
Detailed Design of Your Stage-Gate Process,
329
Stage
3:
Implementation,
333
Ten Ways to Fail!
350
A Final Thought on Implementation,
351
Chapter
12
A Product Innovation and Technology Strategy for Your Business
352
Win the Battle, Lose the War?
352
The Importance of a Product Innovation Strategy
for Your Business,
353
W7hat Is a Product Innovation Strategy?
354
Why Have a Product Innovation Strategy at All?
356
The Evidence in Support of Strategy,
357
The
#2
Cornerstone of Performance: A Clear and
Well-Communicated New Product Strategy for the Business,
359
Strateg)·
Types: Prospectors, Analyzers, Defenders, Reactors,
361
Winning Product Innovation Strategies and
Their Performance Impacts,
362
Developing a Product Innovation Strategy for
Your Business: Setting Goals,
370
Defining Target Arenas for Your Business,
373
Prioritizing: Defining the Spending Splits,
385
Developing Attack Plans,
386
Key Points for Management,
390
Putting Your Product Innovation Strategy to Work,
391
Some Final Thoughts on New Product Strategy,
392
Appendix A ProBE Benchmarking Tool
395
Appendix
В
The NewProd™ Model
397
Notes
399
Index
413 |
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| id | DE-604.BV023295375 |
| illustrated | Illustrated |
| index_date | 2024-07-02T20:44:37Z |
| indexdate | 2024-07-09T21:15:12Z |
| institution | BVB |
| isbn | 9780738204635 0738204633 |
| language | English |
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| spelling | Cooper, Robert G. 1943- Verfasser (DE-588)132027690 aut Winning at new products accelerating the process from idea to launch Robert G. Cooper 3. ed., [Nachdr.] New York Basic books 2008 XIII, 425 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Produkteinführung (DE-588)4239366-8 gnd rswk-swf Produktentwicklung (DE-588)4139402-1 gnd rswk-swf Produktinnovation (DE-588)4047346-6 gnd rswk-swf Produktinnovation (DE-588)4047346-6 s DE-604 Produktentwicklung (DE-588)4139402-1 s Produkteinführung (DE-588)4239366-8 s DE-188 Digitalisierung UB Regensburg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016479919&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Cooper, Robert G. 1943- Winning at new products accelerating the process from idea to launch Produkteinführung (DE-588)4239366-8 gnd Produktentwicklung (DE-588)4139402-1 gnd Produktinnovation (DE-588)4047346-6 gnd |
| subject_GND | (DE-588)4239366-8 (DE-588)4139402-1 (DE-588)4047346-6 |
| title | Winning at new products accelerating the process from idea to launch |
| title_auth | Winning at new products accelerating the process from idea to launch |
| title_exact_search | Winning at new products accelerating the process from idea to launch |
| title_exact_search_txtP | Winning at new products accelerating the process from idea to launch |
| title_full | Winning at new products accelerating the process from idea to launch Robert G. Cooper |
| title_fullStr | Winning at new products accelerating the process from idea to launch Robert G. Cooper |
| title_full_unstemmed | Winning at new products accelerating the process from idea to launch Robert G. Cooper |
| title_short | Winning at new products |
| title_sort | winning at new products accelerating the process from idea to launch |
| title_sub | accelerating the process from idea to launch |
| topic | Produkteinführung (DE-588)4239366-8 gnd Produktentwicklung (DE-588)4139402-1 gnd Produktinnovation (DE-588)4047346-6 gnd |
| topic_facet | Produkteinführung Produktentwicklung Produktinnovation |
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