Winning at New Products

Second Edition

Accelerating the Process from Idea to Launch

Robert G. Cooper

        
Preface
Chapter I     Winning Is Everything
     New Products Warfare
     New Products: The Key to Corporate Prosperity
     High Odds of Failure
     Beating the Odds
     What's New about a New Product(t?
     Performance and lnnovativeness
     An Introduction to the Game

Chapter 2     New Products-Problems and Pitfalls
    Skeletons in Our Closets
    Analyzing failure
    The Cooper Studies: Why New Products Fail
    Marketing: the Culprit
    Categorizing failure
    What Really Happens in the New Product Process
     A Blow-by-Blow Description
     Quality Is Missing
     Where the Resources Are Spent
     Problems and Pitfalls
     From Losers to Winners
Chapter 3      What Separates the Winners from the Losers
     A Critical Question
     The Keys to New Product Success
     Success versus Failure
     NewProd III
     Quality of Execution
     The Role of an international Orientation
     NewProd in the Chemical Industry
     What Makes a Winner?
Chapter 4     Lessons for Success
     Fifteen Key Lessons for Success
     Towards a Game Plan
Chapter 5            The New Product Process-The Game Plan
     Stage-Gate Systems
     Six Goals of a New Product Game Plan
     Managing Risk
     A Systematic Game Plan
     An Overview of the Stage-Gate Process
     What the Stage-Gate System Is Not!
     Built-in Success Factors
     Towards a New Product Process
Chapter 6     The Early Game-From Idea to Development
     The First Few Plays of the Game
     Ideas Are the Trigger
     Eleven Ways to Get More and Better New Product Ideas
     Getting Ideas from Inside the Company
     The Idea Bank
     On to Stage 1: Preliminary Investigation
     On to Stage 2: Detailed Investigation (Build the Business (Case)
     On to Development
Chapter 7      Picking the Winners
    Focusing Resources on the Right Projects
    The Project Evaluation Procedure
    Four Approaches to Project Evaluation
    A Closer Look at Benefit Measurement Models
    A Closer Look at Economic Models
    The Allocation Decision: Portfolio Methods
    Which Project Evaluation Method Is Best?
    The Design of a Gate
    Developing the Must and Should Criteria
    Conducting a Gate Review
    Speeding the Approval Process
    The Gatekeepers
    A Post-Game Gate: The Postimplementation Review
    Project Evaluation: A Final Thought
Chapter 8     Development, Testing, and Validation
     On to Stage 3: Development
     Ongoing Customer Input
     Shortening Development Times
     Other Actions during Stage 3
     On to Stage 4: Testing and Validation
     Testing with Customers
     Preference Tests
     Extended or Field Trials
     Customer Tests: Not the Place to Cut Corners
     The Final Trials
     The Pre-Test Market
     Test Markets
     Test Markets: A Final Thought
     Go for Launch
Chapter 9     The Final Play-Into the Market
     The Marketing Plan
     Timing Is Everything
     Setting Marketing Objectives
     The Situation Size-Up
     Defining the Target Market
     Product Strategy
     Marketing Planning and the Game Plan
     The Supporting Elements
     Sales Force Decisions
     The Final Step: The "Financials"
Chapter 10  Implementing the Game Plan: The Industry Experience
     Let's Implement the Game Plan
     Some Evidence: Performance Results
     The Nature and Use of the New Product Process
     Rationale for a New Product Process
     The Previous Process
     Implementation Problems
     Designing and Implementing a Stage-Gate Process
     Phase 1: Conceptual Design
     Phase 2: Detailed Design
     Phase 3: Implementation
     Reducing Cycle Time
     NPP Metrics
     A Process Manager
     A Final Thought on Implementation
Chapter 11     The Long Term-- What Markets, Products, and Technologies?
     Win the Battle, Lose the War?
     The Importance of a New Product Strategy
     What is a Product Innovation Strategy?
     Why Have a New Product Strategy?
     How Product Innovation Strategies Affect Performance
     Selecting the Right Strategic Arenas
     Developing a Product Innovation Strategy: Setting Objectives
     Defining Target Arenas
     Identifying Possible Arenas
     Selecting the Right Arenas
     Entry Strategies
     Putting the Product Innovation Strategy to Work
     Theory versus Reality
     Some Final Thoughts on Product Innovation Strategy
     The War Plan and the Battle Plan

Appendix A
Appendix B
Appendix
Endnotes
Index