Portfolio Management For New Products - Hardcover

Cooper, Robert G.; Edgett, Scott J.; Kleinschmidt, Elko J.

3.79

63 ratings by Goodreads

9780201328141: Portfolio Management For New Products

Hardcover

ISBN 10: 0201328143 ISBN 13: 9780201328141

Publisher: Basic Books, 1998

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In today's business climate, where speed-to-market is paramount and there's no margin for error, companies who fail to excel at new products stand no chance of survival. Companies who live and die by their products need better tools for linking product development to strategy to ensure that resources are deployed efficiently from idea to launch across the full range of products.In Portfolio Management for New Products , the authors present a rigorous and practical approach to managing a company's product portfolio as you would a financial portfolio—investing for maximum long-term growth. With its field-tested, step-by-step framework, the book provides corporations and managers with the methods and strategies they need to assess and realign their current R&D divisions, determine which products are most worthy of resource allocation, design and implement a portfolio management process, maximize the value of their product portfolios, create balanced portfolios, and recognize and solve challenges as they arise. Portfolio Management for New Products , is an essential resource for any company whose profitability, and very existence, relies on the products it chooses to develop and the speed with which it brings those products to market. This book clarifies the decision-making process, demystifies R&D, and puts corporations on track to understanding and developing the strategies necessary to succeed in the highly competitive and volatile world of product development.

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From the Inside Flap:

In today's business climate, where speed to market is paramount and there is no margin for error, companies who fail to excel at new products have very little chance of survival. Companies who live and die by their products need better tools for aligning product development to strategy to ensure that resources are deployed efficiently from idea to launch across the full range of products.

In this fully updated and expanded edition of Portfolio Management for New Products, the authors present a rigorous and practical approach to managing a company's product portfolio as you would a financial portfolio - investing for maximum long-term growth. With its field-tested, step-by-step framework, the book provides managers with new strategies to assess and realign their current R&D operations; determine which products are most worthy of resource allocation; design and implement a portfolio management process; maximize the value of their portfolios; and recognize and solve challenges as they arise. This edition reports on the most current research; offers new insights on gathering and analyzing data; and showcases the practices of product market leaders, including, Pfizer, 3M, Caterpillar, Mobil Chemical, and Reckit-Benckiser.

Having established itself as the most comprehensive and authoritative book on the topic, this new edition ensures that Portfolio Management for New Products will continue to be an essential resource for any company whose profitability, and very existence, relies on the products it chooses to develop and the speed with which it brings them to market.

From the Back Cover:

Based on years of field-tested research, Portfolio Management for New Products provides corporate leaders with the tools, practical guidelines, and cutting-edge strategies they need to manage their product portfolios, maximize their investments in R&D, and prosper in the competitive and volatile environment of product development. This revised, updated, and expanded edition showcases the most up-to-date research and practice.

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