The Stage-Gate Idea to Launch System†
Part 5. Product Innovation and Management
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Cooper, R. G. 2010. The Stage-Gate Idea to Launch System. Wiley International Encyclopedia of Marketing. 5.
- Published Online: 15 DEC 2010
Because new-product projects underperform at an alarming rate, many companies have sought solutions in the form of a professional idea-to-launch process or methodology, such as Stage-Gate®. A Stage-Gate® system consists of a series of stages, typically five; each stage prescribes the key tasks and best practices for the project team to execute. Stages are preceded by gates, which are the quality check and Go/Kill or investment decision points in the process. Stage-Gate® systems build in known best practices in the field of new-product development, and hence improve project success rates and performance.
- phase review;
- new-product process;