Lean, Rapid and Profitable New Product Development, Paperback/Robert G. Cooper

Descriere

Although many companies have introduced product innovation processes, they are still struggling to achieve the financial results they expected. This book shows how to properly balance the need for speed with the drive for profitability. It demonstrates how to maximize the value of a new product portfolio, how to streamline the product innovation process, and how to achieve growth that is both profitable and sustainable. New product success is not simply about developing new products that sell; it's about getting them to market quickly with the lowest cost and the highest return. Dr. Robert G. Cooper and Dr. Scott J. Edgett use their latest research and draw upon their combined 60 years of experience in the field to show you what the companies that continuously win at new products are doing. Top performers have discovered how to properly balance the need for speed with profitability. With a new process they call Nex Gen(TM) Stage-Gate(R), Dr. Cooper and Dr. Edgett show precisely how you can ensure that your innovation is not only lean and rapid but profitable as well. For more information, visit: www. stage-gate. com About the Author: Robert G. Cooper is a professor emeritus of marketing at Mc Master University. Founder of the widely employed Stage-Gate product development process. Scott J. Edgett is co-founder and CEO of Stage-Gate International and the Product Development Institute.