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Winning at New Products: Creating Value Through Innovation

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Winning at New Products: Creating Value Through Innovation

A fully updated edition of the classic business reference book on product development from a world renowned innovation management scholar

For more than two decades, Winning at New Products has served as the bible for product developers everywhere. Robert G. Cooper demonstrates why consistent product development is vital to corporate growth and how to maximize your chances of success. Citing the author's most recent research, Winning at New Products 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. This classic book remains the essential resource for product developers around the world.

"This is a must read. There's so much new in this book, from how to generate the breakthrough ideas, picking the winners, and driving them to market successfully." --Philip Kotler, Professor of International Marketing, Northwestern University, Kellogg School of Management
Country USA
Brand Basic Books
Manufacturer Basic Books
Binding Paperback
ItemPartNumber 9780465093328
ReleaseDate 2017-09-19
UnitCount 1
Format Illustrated
EANs 9780465093328

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