O'Reilly logo

Winning at New Products: Creating Value Through Innovation by Robert G. Cooper

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

2
WHY NEW PRODUCTS WIN
I am the master of my fate: I am the captain of my soul.
—W. E. Henley, “Invictus”

THE INVISIBLE SUCCESS FACTORS

What are the secrets to new-product success? And why are some new-product projects and products so successful? Do you know? Most people don’t or choose to ignore them—witness the high failure rates and the large number of businesses and new products with very poor performance here (recall the performance results in Chapter 1, and also Figures 1.3 and 1.4). That’s why I refer to these success drivers as “secrets to success” or the “invisible success factors.”
There is help, however! Numerous studies have probed the question of why new products win (or fail), looking at large samples of successful versus unsuccessful ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required