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New Products: Problems and Pitfalls
內容大綱
In the Third Edition of Winning at New Products, published by Basic Books and distributed by Perseus Books, Professor Robert Cooper of McMaster University demonstrates why consistent product development is vital to corporate growth and explains methods for maximizing the chances of success. Chapter 2, "New Products: Problems and Pitfalls," looks at the reasons why new products fail -- and what goes wrong with product innovation before product launch. The author's stated hope is "that we are not doomed to repeat the same mistakes year after year."