Robert G. Cooper
Recent New Product Development (NPD) studies contain a number of surprises: Most shocking is that the impact of NPD on the sales and profits of many corporations is down, when looked at in terms of contribution to total sales and profits. How has this happened, and why? In this article, Cooper takes a hard look at the facts and examines a number of possible reasons for this trend. He also provides recommendations on how companies can rebalance their NPD portfolios to become more profitable.