Download Portfolio Management For New Products: Second Edition, by Robert G. Cooper, Scott J. Edgett, Elko J. Kleinschmidt
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Portfolio Management For New Products: Second Edition, by Robert G. Cooper, Scott J. Edgett, Elko J. Kleinschmidt
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Product Innovators win in the long run by optimizing their R&D investments with a new product strategy, selecting the right new product projects and achieving an ideal balance of projects. Portfolio Management for New Products helps you understand how winning companies manage their R&D portfolios. Learn how to steer your company's R&D investment to achieve a higher return.
This ground breaking book is the result of years of pioneering research by Dr. Cooper, Dr. Edgett and Dr. Kleinschmidt. It is full of practical examples from real companies combined with the authors' analysis of the various approaches. It illustrates the subtle but important differences between the traditional methods of portfolio management for investments and projects versus the new approaches for the complex world of new products.
The Complete Guide to New Product Portfolio Management - Strategic, Operational and Tactical
- Learn how to maximize the value of your portfolio of new products
- Discover the impact effective portfolio management has on new product performance
- Learn how to balance a portfolio and align it with your new product strategy
- Discover how to implement a world-class portfolio management process
- Benefit from the numerous examples and samples of real company valuation models, charts and metrics.
Key Topics:
- Why portfolio management is essential to product innovation success
- The major challenges associated with portfolio management
- Requirements for effective portfolio management
- What top performing companies do to drive higher value portfolios
- Strategic, operational and tactical methods for managing your portfolio
- The critical link between the portfolio and businesses strategy
- Valuation and scoring methods, best practice charts and decision guides
- Strategic allocation of resources
- Making portfolio management work for your organization.
- Sales Rank: #343437 in Books
- Brand: Basic Books AZ
- Published on: 2002-01-04
- Original language: English
- Number of items: 1
- Dimensions: 1.33" h x 6.37" w x 9.22" l, 1.31 pounds
- Binding: Hardcover
- 400 pages
- Basic Books AZ
Review
"A great book for anyone who wants to develop winning new products."
-Charles S. Coffey, Executive Vice President, Business Banking
Royal Bank of Canada
"The best source for how to start or perfect a winning new product strategy"
-Thomas E. Chorman, CFO and Vice President Finance, Worldwide Floor Products
Armstrong World Industries, Inc.
"A must-read ... The authors do a great job of laying out the pros and cons of the latest methods for effective portfolio management and project selection, and show how to integrate them into a workable process."
-Dr. Robert S. Wood, Director of Research Planning
Rohm and Haas Company
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.
Most helpful customer reviews
6 of 6 people found the following review helpful.
Nice overview on Portfolio Management
By Bas Vodde
I was skeptical about Portfolio Management for New Products, as I've not been a big fan of Coopers writing, but this book did surprise me and I have learned from it.
I'd say that the book consists of four different parts. The first two chapters are the introduction chapter where the authors go over their research on portfolio management and try to convince the reader that portfolio management is a really good idea. In the second chapter they define the three goals for portfolio management: maximizing value, link to strategy and balancing the portfolio.
The next three chapters three looks at different portfolio management techniques for the three different goals. Chapter three looks at the value side and draws some rather interesting conclusions. I liked the examples of how different companies work. The fourth chapter looks at the balancing part and spends most of its time on the bubble diagrams and how/why to make them. The fifth chapter then covers the link with strategy and how to make sure the products in your portfolio are aligned with the companies strategic goals. The sixth chapter was almost a summary of the previous three and looks at how to combine them and which methods are best.
Chapter 7 and 8 seems kind-of "in between chapters". Seven covers some of the challenges related to portfolio management and chapter Eight covers data integrity. Some points made related to the reliability of the data are good and valid, though the recommendations for increasing data validity were weak.
The last part talked about the actual portfolio management process. First it looks at the high level, the strategy level and how to make the decisions there. Next it looks on the business unit specific level and especially talks about the relationship between portfolio management and a stage-gate process. The last chapter of the book is the "change" chapter which gives hints about how to implement portfolio management in your organization.
The book surprised me, though I had low expectations, so it might have been easy. It was thorough on techniques and gave lots of case examples. It discussed several advantages and disadvantages, which I enjoyed.
Though! I do think there were also some serious problems with this book. First of all, its way too big. It repeats and repeats and requires too much words. The whole book could be 1/3rd of the current size and then it would still cover all the topics. I hate this since I rather read a tense 100 page book than a fluffy 350 page book. Next, I was extremely annoyed by the authors self-promotion for their services and their products. At times, I felt I was reading a Cooper marketing brochure instead of a book on portfolio management.
But, by far, the biggest problem is that I felt the books was very traditional. It talks about command-control hierarchical way of working in an organization. It makes lots of assumptions about the role of senior management, the role of strategy and budgeting. I know, this is a fact of life in most organizations, but still... some more insight in modern organizations would have been nice.
Overall... I enjoyed the book. I was thinking about a rating between three and four stars. It's definitively not a five-star book due to the mentioned drawbacks. I decided to go for four because, at this moment, I do not know a better book on this subject. Recommended to read for those who do not mind about the mentioned drawbacks.
0 of 0 people found the following review helpful.
It was the bible on portfolio management (and Cooper the ...
By Steve NC
It was the bible on portfolio management (and Cooper the guru) when I read it to help guide my revamp of my company's portfolio management process. But I also reached out to fellow industry practitioners to get their input on what works and is practical. As well, I met with my senior management to get their views on what was working, not working, and what they wanted to gain from the PM process.
0 of 0 people found the following review helpful.
great resource book for portfolio management
By Michael G. Espina
This book has helped me understand and manage the portfolio of products in my previous company. This is a must have and must read books for product innovators!
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