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

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4
THE STAGE-GATE® IDEA-TO-LAUNCH SYSTEMi
A process is a methodology that is developed to replace the old ways and to guide corporate activity year after year. It is not a special guest. It is not temporary. It is not to be tolerated for a while and then abandoned.
—Thomas H. Berry, Managing the Total Quality Transformation1

WHAT IS STAGE-GATE?

Stage-Gate® is a conceptual and operational map for moving new-product projects from idea to launch and beyond—a blueprint for managing the new-product development process to improve effectiveness and efficiency. Stage-Gate is a system or process not unlike a playbook for a North American football team: It maps out what needs to be done, play by play, huddle by huddle—as well as how to do it—in order ...

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