Portfolio Management For New Products
Robert Cooper , Scott Edgett & Elko Kleinschmidt
Physical
In CirculationWhat will you learn from this book
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Strategic Alignment: Aligning the new product portfolio with the company's overall strategy is crucial. The book emphasizes the importance of ensuring that the portfolio reflects the organization's goals, market positioning, and growth objectives.
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Balancing the Portfolio: Managing a diverse portfolio involves balancing risk and reward. It advocates for a mix of products across various stages of development, market segments, and risk levels to create a well-rounded portfolio.
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Stage-Gate Process: The authors introduce the Stage-Gate process, a structured approach for managing the development of new products. This process involves distinct stages (like concept, development, testing, launch) separated by gates where decisions are made to proceed, revise, or stop projects.
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Risk Management: Evaluating and managing risks associated with new products is crucial. The book provides strategies for assessing and mitigating risks, ensuring that resources are allocated effectively across the portfolio.
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Resource Allocation: Efficient resource allocation is vital for successful portfolio management. The book discusses methodologies for allocating resources among different projects to maximize returns and minimize risks.
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Innovation Metrics: Tracking and measuring innovation performance is essential. The authors provide metrics and key performance indicators (KPIs) to assess the health and progress of the new product portfolio.
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Customer-Centric Approach: Understanding and meeting customer needs is central to successful product development. The book emphasizes the importance of customer insights and market research in shaping new products.
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Flexibility and Adaptability: The authors stress the need for flexibility within the portfolio. Organizations should be prepared to adjust their portfolios in response to changing market conditions, technological advancements, or competitive landscapes.
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Speed to Market: Rapid product development and time to market are critical for competitive advantage. The book explores strategies to streamline the development process, reducing time from ideation to commercialization.
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Continuous Improvement: Portfolio management is an iterative process. The authors highlight the importance of continuous learning, feedback, and improvement in managing new product portfolios effectively.
| Language | English |
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| ISBN-10 | 9780201328141 |
| No of pages | 230 |
| Font Size | Medium |
| Book Publisher | Basic Books |
| Published Date | 25 Mar 1998 |
About Author
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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.