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The Stage-Gate Idea to Launch System

Part 5. Product Innovation and Management

  1. Robert G. Cooper

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem05014

Wiley International Encyclopedia of Marketing

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.

Author Information

  1. McMaster University, Hamilton, Ontario, Canada

Publication History

  1. Published Online: 15 DEC 2010

Abstract

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.

Keywords:

  • Stage-Gate®;
  • phase review;
  • new-product process;
  • gating;
  • gates;
  • stages