You are previewing Winning at New Products: Creating Value Through Innovation.
O'Reilly logo
Winning at New Products: Creating Value Through Innovation

Book Description

Developing true innovations and bold new products is a challenge in today's business environment, leading many companies to shift toward smaller, less ambitious innovation attempts. In this book, Dr. Cooper reveals the critical success factors in product innovation and outlines Stage-Gate®, the most widely-used roadmap for successfully launching new products to market. Cooper also brings key insights on picking the right projects, on how top innovators have adapted the Stage-Gate process, and how you can be 'Winning at New Products'.

Dr. Cooper returns with this updated and expanded 4th edition, highlighting new research findings and revealing the best practices in product innovation. Cooper illustrates the differences that exist in innovation performance and teaches you the critical success factors your organization can be implementing today to achieve stellar performance. 

Discover Stage-Gate - the conceptual and operational map for moving new product projects from idea to launch - and learn how top performing companies have improved and evolved the system. Additionally, learn how to make smart decisions with your product portfolio and the methods and techniques that drive effective resource allocation and yield the right balance and mix of products. New products remain the key to corporate prosperity: learn how to implement these practices and achieve the bold innovations that drive corporate revenues, market shares, and bottom lines.

Table of Contents

  1. ALSO BY ROBERT G. COOPER
  2. Title Page
  3. Dedication
  4. Preface
  5. 1 - THE INNOVATION CHALLENGE
    1. THE CHALLENGE: HOW TO REALLY INNOVATE
    2. THE SOLUTION
    3. THE FOUR INNOVATION VECTORS—THE INNOVATION DIAMOND
    4. NEW PRODUCTS: THE KEY TO CORPORATE PROSPERITY
    5. HUGE AMOUNTS AT STAKE
    6. WHY SO MUCH INNOVATION TODAY?
    7. HIGH ODDS OF FAILURE
    8. DEFINING NEWNESS AND A “NEW PRODUCT”
    9. THE PATH FORWARD
  6. 2 - WHY NEW PRODUCTS WIN
    1. THE INVISIBLE SUCCESS FACTORS
    2. WHY NEW PRODUCTS FAIL TO YIELD THE PROFITS THEY SHOULD
    3. SEVEN CRITICAL SUCCESS DRIVERS
    4. BUILDING THE SUCCESS DRIVERS INTO YOUR PLAYBOOK
  7. 3 - DRIVERS OF SUCCESS—WHY THE BEST INNOVATORS EXCEL
    1. SEVEN CRITICAL SUCCESS DRIVERS FOR THE BUSINESS
    2. TOWARD A STAGE-GATE NEW-PRODUCT SYSTEM
  8. 4 - THE STAGE-GATE IDEA-TO-LAUNCH SYSTEM
    1. WHAT IS STAGE-GATE?
    2. SEVEN GOALS OF A NEW-PRODUCT IDEA-TO-LAUNCH SYSTEM
    3. HOW TO MANAGE RISK
    4. A BEST-PRACTICE NEW-PRODUCT SYSTEM
    5. AN OVERVIEW OF THE STAGE-GATE SYSTEM
    6. DEBUNKING THE MYTHS ABOUT STAGE-GATE—WHAT STAGE-GATE IS NOT!
    7. BUILT-IN SUCCESS DRIVERS
  9. 5 - NEXT-GENERATION STAGE-GATE— HOW COMPANIES HAVE EVOLVED AND ACCELERATED THE SYSTEM
    1. GLOBAL INPUTS TO REINVENT STAGE-GATE
    2. 1. SCALED TO SUIT DIFFERENT RISK LEVELS AND TYPES OF PROJECTS
    3. 2. AN ADAPTABLE, FLEXIBLE, AND AGILE PROCESS
    4. 3. EFFICIENT, LEAN, AND NO WASTE
    5. 4. METRICS, TEAM ACCOUNTABILITY, AND CONTINUOUS IMPROVEMENT
    6. 5. STAGE-GATE FOR “OPEN INNOVATION”
    7. 6. LIFE CYCLE MANAGEMENT AND STAGE-GATE
    8. 7 . AUTOMATED STAGE-GATE SYSTEMS
    9. COMMON ERRORS IN DESIGNING A NEXT-GENERATION STAGE-GATE SYSTEM
    10. MAKING IT WORK
  10. 6 - DISCOVERY—THE QUEST FOR BREAKTHROUGH IDEAS
    1. A SHORTAGE OF BLOCKBUSTER NEW-PRODUCT IDEAS
    2. WHERE TO START? A PRODUCT INNOVATION AND TECHNOLOGY STRATEGY
    3. SET UP AN IDEA CAPTURE AND HANDLING SYSTEM
    4. THE SOURCES OF THE BEST IDEAS
    5. VOICE-OF-CUSTOMER METHODS
    6. STRATEGIC METHODS FOR GENERATING IDEAS
    7. OPEN INNOVATION AS A MAJOR SOURCE OF IDEAS
    8. TECHNOLOGY DEVELOPMENT AND FUNDAMENTAL RESEARCH—CHANGING THE BASIS OF COMPETITION
    9. PATENT MAPPING
    10. GETTING GREAT IDEAS FROM YOUR OWN EMPLOYEES
  11. 7 - THE FRONT-END WORK—FROM DISCOVERY TO DEVELOPMENT
    1. THE FIRST FEW PLAYS OF THE GAME
    2. ON TO STAGE 1: SCOPING
    3. ON TO STAGE 2: BUILD THE BUSINESS CASE
    4. UNDERTAKE VOC RESEARCH: A USER NEEDS-AND-WANTS STUDY
    5. DO A COMPETITIVE ANALYSIS
    6. REVISIT THE MARKET ANALYSIS—THIS TIME IN MORE DEPTH
    7. TIME FOR A DETAILED TECHNICAL INVESTIGATION
    8. TEST THE CONCEPT WITH THE CUSTOMER—STARTTHE SPIRALS
    9. BUILD IN THE SPIRALS
    10. BUSINESS AND FINANCIAL ANALYSIS
    11. ACTION PLANS
    12. ON TO STAGE 3: DEVELOPMENT
  12. 8 - PICKING THE WINNERS—INVESTING IN THE RIGHT PROJECTS
    1. IT’S TOUGH TO MAKE THE RIGHT INVESTMENT DECISIONS
    2. PROJECT SELECTION IS BUT ONE COMPONENT OF PORTFOLIO MANAGEMENT
    3. THE TOOLS TO USE FOR EFFECTIVE GATES AND PORTFOLIO REVIEWS
    4. MAXIMIZING THE VALUE OF YOUR PORTFOLIO
    5. STRATEGIC PORTFOLIO MANAGEMENT
    6. INTEGRATING THE GOVERNANCE ELEMENTS: GATING, PORTFOLIO REVIEWS, AND ROAD MAPS
    7. DATA INTEGRITY
    8. POPULARITY AND EFFECTIVENESS OF PORTFOLIO METHODS
    9. RECOMMENDATIONS FOR PORTFOLIO MANAGEMENT
  13. 9 - MAKING THE GATES WORK—GATES WITH TEETH
    1. CHALLENGES AT THE GATES
    2. GATES WITH TEETH—LEARN TO DROWN SOME PUPPIES
    3. HOW EFFECTIVE GATES WORK
    4. TIPS AND HINTS IN GATE GOVERNANCE
    5. WHO ARE THE GATEKEEPERS?
    6. HOW TO RUN GATES
    7. WAYS TO ACCELERATE THE GATES
    8. MAKE THE GATES WORK!
  14. 10 - DEVELOPMENT, TESTING, AND LAUNCH
    1. PARALLEL ACTIONS DURING STAGE 3: DEVELOPMENT
    2. SEEK CUSTOMER INPUT THROUGHOUT THE DEVELOPMENT STAGE
    3. SHORTENING DEVELOPMENT TIMES
    4. ON TO STAGE 4: TESTING AND VALIDATION
    5. GO FOR LAUNCH
    6. THE FINAL PLAY—STAGE 5: INTO THE MARKET
  15. 11 - IMPLEMENTING STAGE-GATE IN YOUR BUSINESS
    1. LET’S GO DO IT
    2. DESIGNING AND IMPLEMENTING STAGE-GATE
    3. STAGE 1: LAYING THE FOUNDATION, AN INNOVATION PERFORMANCE ASSESSMENT
    4. STAGE 2: DESIGNING (OR REDESIGNING) YOUR STAGE-GATE SYSTEM
    5. STAGE 3: IMPLEMENTING STAGE-GATE—CHANGE MANAGEMENT
    6. SUSTAINING THE IMPLEMENTATION EFFORT—MAKING IT STICK
    7. TEN WAYS TO FAIL!
    8. MOVING FORWARD
  16. APPENDIX A - The Benchmarker™ Audit Tool
  17. APPENDIX B - The Navigator™ Stage-Gate System
  18. NOTES
  19. INDEX
  20. Copyright Page