Winning at New Products: Pathways to Profitable Innovation

Dr. Robert G. Cooper
Professor in Industrial Marketing and Technology Management
McMaster University (Canada)
President, Product Development Institute, Inc.
ISBM Distinguished Research Fellow

This course is not currently scheduled.

Getting the Results You Want from Your Business's New Product Effort

Key Issues in Product Innovation

• Are you disappointed with your business's new product results—and wonder how some firms seem to make it look so easy?
• Are your new products not making much money. or taking too long to get to market?
• Is there a shortage of significant innovations and blockbuster new products in your pipeline?
• Are you doing too many projects, but not the right ones or right mix of projects?
• Do you fear that your company has lost its innovative edge, and that the culture for innovation is missing?
• Do you already have a new product process or idea-to-launch system in place. but it's not working so well?

If so, this seminar workshop is for you.

Through experiential exercises, lectures, and facilitated Q&A, you will learn how to:

• Measure your NPD performance
• Understand what distinguishes the top performing businesses—what are they doing differently?
• Use the Innovation Diamond to guide your business's innovation efforts
• Implement these best practices from top performing businesses in your business
• Get new products to market quickly and effectively
• Apply the Seven Principles of Lean, Rapid and Profitable new product development
• Drive time-to-market down and reduce the waste in NPD
• Establish the right climate and culture for innovation
• Use Portfolio Management to make the right investment decisions in new product development

Who Should Attend

This seminar-workshop is designed for executives and managers responsible for maximizing the returns on their innovation efforts in the fields of Business Strategy, R&D, New Products, Marketing and Business Development.

Seminar Content

New Product Performance and the Innovation Diamond

• Measuring new product performance results—key metrics to use
• The Innovation Diamond and its four points of performance

Creating the Right Climate, Culture and Organization for Product Innovation

• The role of the business leaders and getting the message across
• Stimulating risk-taking and the generation of blockbuster new concepts
• Fostering effective, accountable cross-functional teams

A Product Innovation and Technology Strategy for Your Business

• Defining your product innovation goals
• Deciding on strategic arenas
• Your strategic map and your product roadmap (or technology roadmap)

Resources and Their Deployment

• Effective allocation of NPD and R&D resources
• Strategic buckets as a tool for effective portfolio management & resource allocation

Getting New Products to Market—A Best-In-Class Idea-to-Launch Process

• Making your idea-to-launch process really work
• Speeding up your idea-to-launch process—cutting cycle time, removing waste
• NexGen Stage-Gate ® —how leading firms have adapted their NPD process

Accelerating the Idea-to-Launch Process—Lean, Rapid, & Profitable NPD

• Driving down your "slip rate," driving out waste
• Strategies to dramatically decrease time-to-market
• The concept of "spiral development"—to better manage fluid information

Organizing for NPD: Fostering Effective Cross-Functional Teams & the Right Climate for Innovation

• Ring fencing resources and innovation groups
• Transferring power to team & establishing team accountability
• The role of senior management

Portfolio Management, Go/Kill Decisions and Resource Management

• Selecting your key projects for development—picking the winners
• Getting the right balance and mix of projects in your development portfolio
• Effective gating—making the gates work

Seminar-Workshop Format

This comprehensive seminar uses a workshop or hands-on approach. It includes lecture and discussion sessions, question-and-answer periods, and illustrations by way of experiences and examples in other companies. It provides you with the knowledge and examples needed to return to your own business and begin implementation. The two-day seminar meets from 8:30 a.m. to 5:00 p.m. each day. All materials are provided.

Seminar Leader

Dr. Robert G. Cooper is President of the Product Development Institute Inc., Professor of Marketing at the School of Business, McMaster University, Canada, and also ISBM Distinguished Research Fellow at Penn State University's Smeal College of Business.

Dr. Cooper has been labeled "the quintessential scholar" in the field of new products in the U.S. publication, Journal of Product Innovation Management . Bob is the developer of the Stage-Gate ® Process , now widely used by leading firms around the world to drive new products to market. He has helped dozens of leading corporations design and implement his Stage-Gate ® and portfolio management frameworks.

Bob has written six books on new product management, including the popular, Winning at New Products: Accelerating the Process from Idea to Launch , which has become the "bible" for new product development, and two recent books: Product Leadership: Pathways to Profitable Innovation ; and Lean Rapid & Profitable New Product Development.

For more information contact:

Paula Dorminy or Gary Holler
Institute for the Study of Business Markets (ISBM)
Smeal College of Business
The Pennsylvania State University
484 Business Building
University Park PA 16802-3603

Phone: 814-863-2782
Fax: 814-863-0413
E-mail: isbm@psu.edu