For more than two decades Winning at New Products has served as the bible for product developers everywhere Robert G Cooper demonstrates why consistent product development is so vital to corporate growth & how to maximize your chances of success Winning at New Products cites the author's most recent research & 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 This fully updated & expanded edition is an essential resource for product developers around the world