Winning at New Products ─ Creating Value Through Innovation

For more than two decades, Winning at New Products has served as the bible for product developers everywhere. In this fully updated and expanded edition, Robert G. Cooper demonstrates why consistent product development is so vital to corporate growth and how to maximize your chances of success. Winning at New Products cites the author’s most recent research and showcases innovative practices by industry leaders to present a field-tested game plan for achieving product leadership. Cooper outlines specific strategies for making sound business decisions at every step—from idea generation to launch.

Robert G. Cooper is a Professor of Marketing at the Michael G. DeGroote School of Business, McMaster University in Canada, and ISBM Distinguished Research Fellow at Penn State University’s Smeal College of Business Administration. He is the author of several books and was made a Fellow of the Product Development and Management Association in 1999. He lives in Oakville, Ontario.