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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 9, "Development, Testing, and Validation," is the fifth of six chapters on the implementation of the author's Stage-Gate, a new-product process for driving new products to market successfully and quickly. The chapter considers such topics as seeking customer input in product development, shortening development times, and testing products with customers as their development approaching completion.

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 8, "Picking the Winners: Effective Gates and Portfolio Management," is the fourth of six chapters on the implementation of the author's Stage-Gate, a process for driving new products to market successfully and quickly. The chapter deals with portfolio management and picking the winners; it focuses on the decision points in the process and considers ways to improve the odds of picking the right projects and achieving the right balance of products in a portfolio.

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 7, "The Early Game: From Discovery to Development," is the third of six chapters on the implementation of the author's Stage-Gate, a process for driving new products to market successfully and quickly. Having discussed the emergence of new product ideas in Chapter 6, the author here lowers the microscope on the next stages of the new-product process, where, in his view, success or failure is largely decided. Key topics include "scoping" and "building the business case."

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 6, "Discovery: The Quest for Breakthrough Ideas," is the second of six chapters on the implementation of the author's Stage-Gate, a process for driving new products to market successfully and quickly. The author presents his thinking on the earliest phase of the Stage-Gate process: coming up with breakthrough new product ideas.

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 5, "The New Product Process: The Stage-Gate Game Plan," is the first of six chapters on the implementation of the author's Stage-Gate, a process for driving new products to market successfully and quickly. In this chapter, the newest version of Stage-Gate-a beginning-to-end product innovation road map-is introduced.

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 4, "Lessons for Success: The Critical Success Factors," integrates lessons from the first three chapters into fifteen key lessons for new product success, which the author then builds into a game plan for winning at new products.

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. In Chapter 3, "What Separates the Winners from the Losers?," the author shows that new product success is both predictable and controllable. He emphasizes the importance of marrying technological prowess to a strong market orientation; undertaking one's homework before product development begins; logically sequencing the flow of activities as projects moved from idea to launch; and encouraging interaction between people from different functional groups within each firm.

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."

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 1, "Winning Is Everything," presents the book's major themes. The author demonstrates that launching well-targeted new products with all possible speed is the linchpin of corporate success, not just yielding new revenues but increasing the financial value of companies that achieve a reputation for innovation. The author also considers the high odds of failure with new products and initiates his perspective on beating those odds.