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The Stage-Gate® System for Product Innovation in B2B Firms - Abstract


Robert G. Cooper (, DeGroote School of Business


The majority of product developers have adopted a gating or stage-and-gate idea-to-launch process to screen and manage their new product projects (according to APQC and PDMA studies). Increasingly, however, leading firms are reinventing their innovation processes: they are building in new methods for generating and screening ideas, streamlining their processes, creating “gates with teeth”, and making their processes leaner, more adaptable and more flexible to suit today’s rapid pace of technological change. This chapter presents a quick overview of the basic stage-gate system, and then identifies some of the new best practices and key success drivers that result in higher productivity in new product development. The result is the next generation idea-to-launch innovation process.

The Handbook of Business-to-Business Marketing

This chapter is part of the ISBM Handbook of Business-to-Business Marketing, edited by Professors Gary Lilien and Raj Grewal. The Handbook of Business-to-Business Marketing is available from Edward Elgar Publishing and other online book retailers.

As the authors retain the copyright to their chapters, only they have the right to use or distribute their chapter. If you would like a copy of this chapter, please contact the author or authors directly through their emails included above.

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