The Not-in-the-game strategy described by Robert Cooper involves using mature technologies and copying existing proven products to create new offerings. While this approach might seem low risk due to the reliance on proven technologies and products, it actually involves significant risk because the markets and technologies are unfamiliar to the company. This unfamiliarity can lead to unforeseen challenges and difficulties, making the strategy riskier than it initially appears.
References:
Cooper, R. G. (2011). Winning at New Products: Creating Value Through Innovation. Basic Books.
Cooper, R. G. (1998). Product Leadership: Pathways to Profitable Innovation. Basic Books.