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Product Development for the Service Sector

Robert G. Cooper and Scott Edgett

Hard Cover | 345 pages
Published by Perseus Publishing, 1999
Price: $39.95 US

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Is Your Company Developing Profitable New Service Offerings?

New service development is fundamental to achieving corporate growth goals. Yet, winning at new services has been an elusive goal for many companies. In this book, innovation experts Dr. Robert Cooper and Dr. Scott Edgett apply their pioneering approaches to the unique issues, challenges and opportunities facing service companies. Featuring powerful diagnostic tools and showcasing best practices from market leaders Cooper and Edgett illustrate, step-by-step, how to achieve a rapid, disciplined service development process and gain a competitive advantage.

Develop Superior Services That Win in the Marketplace

Some companies are beating the odds and are winning more often than losing at service development. What separates the winners from the losers? In Product Development for the Service Sector, Cooper and Edgett offer compelling research confirming the specific practices that truly drive performance at both the business unit level and at the project level.

They delve into the three cornerstones of new product performance: Strategy, Resource Allocation and Idea-to-Launch Process and offer practices, processes and illustrations to ensure all are in excellent working order.

Product Development for the Service Sector

Robert G. Cooper and Scott Edgett

Hard Cover | 345 pages
Published by Perseus Publishing, 1999
Price: $39.95 US

Share

Lessons from Market Leaders

Ask anyone who works in the service industry and she/he will tell you that developing a new service is far more difficult than developing a tangible new product. Why is this? What makes developing a new offering in a service environment more challenging than developing a new product? Over the years, four main characteristics peculiar to services have been identified, and their impact on service development has been studied: Intangibility, Inseparability, Heterogeneity, and Perishability.

In Product Development for the Service Sector, Cooper and Edgett apply their pioneering approaches to the unique issues, challenges and opportunities facing service companies. They tailor the world’s most trusted and widely implemented development process, Stage-Gate®, to the dynamics of the service industry and offer numerous real company illustrations along the way.

  • Understand why new service development is critical to the future viability of service companies
  • Discover the critical drivers of successful service development
  • Learn how to develop and launch winning new services
  • Discover how to screen and pick the right projects
  • Learn how to define, design and implement a new service development process.

Key Topics:

  • Service Innovation Benchmarking Research Study Results
  • Best Practices in Service Development
  • The Tangibility-Intangibility Spectrum
  • How to conduct an effective Innovation Performance Evaluation
  • A Guide to a World-Class New Service Development Process
  • Tips and hints for making the development process work and avoiding common pitfalls
  • A step-by-step guide for each stage and gate in the Idea-To-Launch Process
  • Unique issues in the service industry that impact the Idea-To-Launch Process
  • Portfolio management and how it interacts with your Idea-To-Launch Process.

A ‘Must Read’ for people in these roles:

  • Business executives responsible for leading service innovation performance results
  • Managers responsible for implementing new service/new revenue generation systems
  • Cross functional service innovation teams and leaders.

Ensure your cross-functional team is on the same page – order a copy for every employee!

Companies Referenced:

  • Procter & Gamble
  • Marriott
  • Amazon.com
  • Canadian Imperial Bank of Commerce
  • Chrysler
  • Compaq
  • Mercedes-Benz
  • DuPont
  • CompuServe
  • Northern States Power
  • PNC Bank Corp.
  • Sprint
  • Lloyds Bank
  • Royal Bank of Canada
  • KFC
  • Polaroid
  • General Motors
  • Lego
  • Dell Computers
  • Nortel
  • Ericsson
  • Hudson’s Bay Company
  • Canada Post
  • PECO
  • Siemens
  • Diner’s Club
  • 3M
  • Charles Schwab
  • Wal-Mart
  • Primavera
  • Hewlett-Packard
  • McDonald’s Restaurant
  • American Express
  • AT&T
  • ExxonMobil
  • ING
  • Telenor
  • SAP
  • FedEx

Product Development for the Service Sector

Robert G. Cooper and Scott Edgett

Hard Cover | 345 pages
Published by Perseus Publishing, 1999
Price: $39.95 US

Share

Table of Contents:

Chapter 1: The Stakes Have Never Been Higher

  • Turbulent Times: A Rapidly Changing Business Environment
  • Service Development: The Competitive Weapon
  • What Does “New” Mean?
  • What Does “Service” Mean?
  • Your Company Can Be a Winner in Service Development
  • Some Definitions

Chapter 2: Critical Drivers of Success: Process Factors

  • Cornerstones of Performance
  • The Ingredients of a World-Class Process
  • Shortchanging the Process Has Consequences
  • Focusing on the Process Brings Rewards
  • Go/Kill Decisions: Focusing the Right Resources on the Right Projects
  • Flexibility: Balancing the Need for Speed with the Need for Quality of Execution
  • Recap
  • Conducting Your Own Audit

Chapter 3: Critical Steps for Success: The Project Factors

  • 1. Do Solid Up-Front Homework Before the Project Proceeds to Development
  • 2. Adopt a Strong Market Orientation and Build the Voice of the Customer into Every Facet of the Project
  • 3. Put in Place High-Quality Teams That are Truly Cross-Functional
  • 4. Adopt Fast-Paced Parallel Processing to Shorten Cycle Time
  • 5. Attack From a Position of Strength; Leverage Core Competencies
  • 6. Strive for Unique, Superior Services
  • 7. Seek Service-Market Fit
  • 8. Deliver Top-Quality Services with Frontline Expertise
  • 9. Remember to Follow Through with the Last Play of the Game: A Quality Launch Effort
  • Recap

Chapter 4: Developing a Winning New Service Development Process

  • The Stage-and-Gate Processes: A Quick Overview
  • So You Want to Overhaul Your New Service Process!
  • The Structure of the Stage-Gate Process
  • The Game Plan: Stage-Gate®
  • Which Projects Go Through the Stage-Gate Process?
  • Built-in Success Factors
  • Move Toward a World-Class Process
  • Recap

Chapter 5: How to Build a Winner: From Idea to Launch, the Process in Detail

  • The Stage-Gate Process
  • The Players
  • Designing the Gates
  • Making the Gates Work
  • Outsourced Projects and Alliances
  • Platforms: A Base from Which to Operate
  • Recap

Chapter 6: Issues and Challenges: New Approaches in the Innovation Process

  • Topic #1: The Impact of E-Commerce on Your Development Process
  • Topic #2: Beyond Stage-Gate: The Third-Generation Stage-Gate Process
  • Topic #3: Cycle-Time Reduction
  • Topic #4: Metrics: How Well Are You Doing?
  • Winning at New Services

Chapter 7: Portfolio Management: More Than Just Project Selection

  • Portfolio Management Defined
  • Why Portfolio Management Is So Important
  • Three Goals in Portfolio Management
  • Moving Toward an Integrated Portfolio Management Process
  • Recap: The Portfolio Management Process

Chapter 8: Defining, Designing, and Implementing Your New Process

  • Step 1: The Foundation – Defining the Process Requirements
  • Step 2: Key Actions in Designing the New Service Development Process
  • Step 3: Implementation of the Process
  • Winning at New Services

Product Development for the Service Sector

Robert G. Cooper and Scott Edgett

Hard Cover | 345 pages
Published by Perseus Publishing, 1999
Price: $39.95 US

Share

Customer Reviews

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“Well written ... Bob [and Scott], as with all [of their] books, [have] made many key points. An excellent read for anyone who's business is dependent on new services and believes that luck is not a sustainable advantage. If you believe that the event or experience marketing is the key to most sales, then becoming excellent in launching new services is a must.”
–William K. Westray, Cumming GA, USA

“This is a very good book for managers of new service development processes. It offers a framework for designing and implementing a new service development process … [it contains] good advice and techniques … that I believe will prove invaluable to these managers. I expect this is the result of the 1,500 case studies that the authors have conducted.  I especially liked the sections that the authors have entitled "Points for Management to Ponder". These short bits, interspersed throughout the book, forces a reader to link the theories to actual situations in a company.”
–Leng Ho Keat, Singapore

All posted customer reviews adhere to the Review Guidelines.

Product Development for the Service Sector

Robert G. Cooper and Scott Edgett

Hard Cover | 345 pages
Published by Perseus Publishing, 1999
Price: $39.95 US

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Dr. Robert G. Cooper

Robert G. Cooper is one of the most influential innovation thought-leaders in the business world today. He pioneered many groundbreaking discoveries in product innovation, including the Stage-Gate® Idea-to-Launch Process, now implemented by almost 80% of North American companies. Having spent 40 years studying the practices and pitfalls of 3000+ new product projects in thousands of companies, he has assembled the world's most comprehensive research in the field of product innovation management. His presentations and practical consulting advice have been widely applauded by corporate and business event audiences throughout the world, making him one of the most sought-after speakers.

A prolific author, Dr. Cooper has published 100+ academic articles and thirteen books, including the best-selling 'Winning at New Products', now in its 4th edition. He is the recipient of numerous prestigious awards including the Crawford Fellow from the Product Development and Management Association (PDMA) and the Maurice Holland Award from the Industrial Research Institute (IRI). He is also Professor Emeritus of Marketing and Technology Management at the DeGroote School of Business at McMaster University, and Distinguished Fellow at the Institute for the Study of Business Markets (ISBM) at Penn State University. 


Dr. Scott J. Edgett

Scott J. Edgett is Chief Executive Officer at Stage-Gate International and is internationally recognized as one of the world's top experts in product innovation. A high-profile speaker, sought-after consultant, and executive advisor, he is the pioneer of the critical practice of new product portfolio management, and principally focuses on issues affecting innovation performance, capability and leadership. Consulting and advising some of the world's best innovators and companies among the Fortune 1000, he has extensive experience working with large multi-national clients in a variety of industries. He is credited with helping business executives and product innovation professionals successfully implement world-class product innovation programs that have generated outstanding performance results.

A co-author of eight books, including the popular 'Product Innovation & Technology Strategy', and a published author of 70+ academic articles, Dr. Edgett is a former professor at the DeGroote School of Business, McMaster University.