Successful strategies for winning the product development war. Product innovation is a high-risk war, the battles being fought both behind a companys doors and against the competition. But with all the effort companies exert to become product leaders, over a third of their new products still fail at launch, and many more never gain a profitable return. So what is it that product leaders like 3M, Merck, and Procter & Gamble know that allows them to continually lead the way with exceptional new products? In Product Leadership, Robert Cooper reveals the winners secrets, and offers managers an invaluable resource to help implement and oversee systematic high-quality new product processes; develop new product strategies; manage product portfolios; determine which products to kill and which to back with resources; and foster ingenuity to outperform the competition. Showcasing examples from the winners, Cooper demonstrates that it takes a commitment from all managers, including marketing, finance, R&D, and HR to triumph over the competition and become a leader in the new products war.
- ISBN10 0738201561
- ISBN13 9780738201566
- Publish Date 18 August 1999 (first published 19 October 1998)
- Publish Status Out of Print
- Out of Print 13 December 2008
- Publish Country US
- Publisher INGRAM PUBLISHER SERVICES US
- Imprint Perseus Books
- Format Paperback
- Pages 336
- Language English