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

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For more than two decades, Winning at New Products has served as the bible for product developers everywhere. In this fully updated and expanded edition, Robert G. Cooper demonstrates why consistent product development is so vital to corporate growth and how to maximize your chances of success. Winning at New Products cites the author’s most recent research and showcases innovative practices by industry leaders to present a field-tested game plan for achieving product leadership. Cooper outlines specific strategies for making sound business decisions at every step—from idea generation to launch.

About Robert G. Cooper

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Cooper is Professor of Marketing at McMaster University in Hamilton, Ontario.
Published July 12, 2011 by Basic Books. 408 pages
Genres: Business & Economics, Science & Math, Computers & Technology. Non-fiction

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