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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
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Figure 1. The five-stage Stage-Gate® process is used by many businesses to drive new products from idea to launch.

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Figure 2. Stage-Gate® builds in adaptability and agility via a series of “build–test–feedback–revise” iterations or loops.

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Figure 3. Stage-Gate® XPress and Lite are used for lower-risk projects. Major new-product projects go through the full five-stage process (top). Moderate-risk projects, including extensions, modification, and improvements, use the XPress version (middle). Sales-force requests (very minor changes) use the Lite process (bottom).