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As we learned from New Coke, Pets.com, Apple's original handheld device, the Newton, and the reissued Ford Thunderbird, all the promotion in the world won't save a product that somehow isn't right. Robert Cooper is the world's leading expert on making sure your new-product introductions are more like Apple's iPods and less like Newtons.Cooper invented what's called the stage-gate process of new-product development-a process used by 60% of all businesses today. For this second edition Cooper has completed a major new study-the largest study of product development practices and results ever undertaken. He analyzed thousands of new success and failures from hundreds of companies, with a particular emphasis on high-techlogy products and services. Product Leadership won't just tell you what things are helpful to your company's success. Now it will tell you how and how much they help.
Robert G. Cooper is a professor of marketing at McMaster University. Founder of the widely employed StageGate product development process, he lives in Oakville, Ontario.
Robert G. Cooper
The Perseus Books Group
Date of Publication
Business, Accounting & Vocational: Textbooks & Study Guides