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July/August 2000
DOING IT RIGHT: WINNING WITH NEW PRODUCTS
by
RG Cooper
Only about five per cent of new products launched today will be successes in the marketplace, which is why this article is an extremely valuable resource for marketing and product development people. The author has conducted considerable research on what the winners do different, and outlines the ten critical success factors for launching a new product and briefly explains how to implement each one. He also describes how to build these ten factors into a new-product game plan, the Stage-Gate Process. The second part of this article explains how corporations can effectively invest its R&D and new-product resources.
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