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Winning at New Products

Creating Value Through Innovation

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Winning at New Products

By: Robert G. Cooper
Narrated by: James Edward Thomas
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About this listen

 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 fully updated and expanded edition is an 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 Forecasting & Strategic Planning Management & Leadership Marketing Marketing & Sales Business Management Innovation Project Management Leadership Customer Service New Product Development

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All stars
Most relevant
Best book I have read on the subject of R&D and innovation. A life time of experience in one book. Must read for Product managers, project managers and R&D managers. CEOs that want to improve your innovation capabilities also take note.

Best Book on Innovation/R&D

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