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News Release

Innovation Expert Scott Edgett Explains Breakthrough Ideas in Marketing Magazine

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ANCASTER, ONTARIO, CANADA (October 31, 2012) - Generating breakthrough ideas is one of the biggest challenges executives face in their new product development efforts. The front end, idea stage, is where the highest risk lies, however it is also the stage most commonly cut short. “It’s interesting that the area with the highest risk is also the cheapest part of the process” explains Edgett in the article, adding that companies’ willingness to cut corners on investing on idea generation often comes to their detriment.

While companies have become skilled at developing and commercializing products, they do not excel at ensuring enough good ideas are flowing into the company. And with intense competition in many categories, good ideas are few and far between.

This article highlights Edgett’s research into various ideation techniques, and reveals which methods work well to capture the best new product ideas.

This article is the second in a four-part series looking at the challenges and issues in new product development across different stages of the innovation process. For more information on the four-part series, please visit http://www.marketingmag.com.au

For more information on the research conducted by Scott Edgett and referenced in this article, please read his article Ideation for Product Innovation: What are the Best Methods?

For more information, please contact:

Emir Ozdemir
Marketing Manager
emir.ozdemir@stage-gate.com
+1-905-637-8793
www.stage-gate.com

About Scott J. Edgett

Dr. Scott J. Edgett is internationally recognized as one of the world's top experts in product innovation and is the pioneer of portfolio management for product innovation. He is a high profile speaker and sought-after consultant. Dr. Edgett has had extensive experience working with large multinational clients in a variety of industries, principally focusing on issues affecting innovation leadership and capability. He is credited with helping business executives and innovation professionals successfully implement world-class innovation processes that have generated outstanding results. His speaking engagements and consulting work have taken him around the globe to work with some of the world's best innovators and companies among the Fortune 1000.

Dr. Scott J. Edgett is internationally recognized as one of the world’s top experts in product innovation and is the pioneer of portfolio management for product innovation. He is a high profile speaker and sought-after consultant. Dr. Edgett has had extensive experience working with large multinational clients in a variety of industries, principally focusing on issues affecting innovation leadership and capability. He is credited with helping business executives and innovation professionals successfully implement world-class innovation processes that have generated outstanding results.  He is a prolific author having coauthored six books and has published more than 60 academic articles.

About Stage-Gate International

Stage-Gate International, a member company of the Product Development Institute, is mandated very specifically to enable product innovators to become better product innovators. Our international team of Product Innovation Experts and Consultants are mentored by Dr. Cooper and Dr. Edgett and understand the complex challenges organizations face. We help companies achieve product innovation through our world-class products and services.

Through its close working relationship with the Product Development Institute, Stage-Gate International has access to the world’s most comprehensive research into best practices in Product Innovation. This research has led to some of the most important discoveries in the innovation field; such as, Stage-Gate®, the NewProd™ Studies, and the concept of Portfolio Management.

Stage-Gate® is a registered trademark of Stage Gate, Inc.
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