Product Innovation and Technology Strategy

I've read a number of Cooper books, papers, and articles now. I am pleasantly surprised by the amount of new material here, from a fairly prolific team (with co-author Edgett) that sometimes is very environmentally friendly (as in recycling of previous material). Because of the scope of this particular book, anything of that nature is knit together very well in the overall content, and needs to be there.Strategy - what does it really mean, where does it start and how do you actionize it? The authors present a very clear framework from business strategy, product innovation and technology strategy, to management of portfolio and pipeline, down to the tactical level of stage-gate process, and project management. While the emphasis is on product innovation and technology strategy, this is clearly linked to the other parts of the framework. Throughout the book, the authors use a variety of pictures, graphs, and tables to illustrate the principles, which I find very helpful. Also provided are elaborate end notes, which in part point to the underlying research, to show that the principles presented here are not just lofty ideas but reality in successful companies. Of course case studies are used as examples, which help make the theory come alive.After an introductory chapter, the bulk of the book (chapters 2-7) is dedicated to laying out a pathway for developing product innovation strategy. The chapter titles are: 2. Goals and Objectives; 3. A Robust Strategic Analysis - Key to Achieving the Right Focus; 4. Strategic Arenas - The Right Approach; 5. Crafting the Winning Attach Plan; 6. Resource Commitment, Deployment and Strategic Buckets; 7. Your Strategic Roadmaps. This is topped off with the final chapter on governance, which is about the role of company leadership in providing structure and creating a culture that fosters successful innovation.I would recommend this book to company executives, leadership, and management that is involved anywhere in the process from corporate strategy making down to gatekeepers of the stage-gate process. It helps to see the full picture.

Another evolution in Cooper's thinking on what makes for a successful approach to new product development. Takes a step up the innovation path from his capstone work, Generating Breakthrough New Product Ideas. Focus is on the foundational work in developing the base roadmap -- where to play, where not to play.People interested in this subject would be advised to start with Generating Breakthrough New Product Ideas. Not a lot of meat offered on what the title suggests is the core topic of the who, what, when, where, how, and why of developing the underlying technology roadmap. There must be better resources on this subject available elsewhere.

Very informative