Winning at Innovation

Innovate or Die! Companies that cannot innovate and develop new products, strategies and technologies to keep ahead in today's fastpaced market will not succeed. Winning at Innovation presents a groundbreaking new model for successful marketing advancement from two world-leading experts in marketing and innovation, Fernando Trias de Bes and Philip Kotler. Innovation is a responsibility normally assigned to R&D departments but this is not enough. Companies need a systematic framework so innovation can occur at any level of the organization. The A-F Model is a step-by-step process for developing a successful culture of innovation, bringing together the different individuals and groups across the organization for ideas to be created, developed and implemented. Offering flexibility, the model allows a back and forth flow of ideas and creativity to adapt to changing circumstances. Using this model, companies can learn how to make their innovation processes more effective, more sustainable, and more successful. Innovation must be a priority for organizations who want to be ready to grow and develop in post-recession economies. Trias de Bes and Kotler present a unique model for innovation for all companies that want to succeed in the global field.

ISBN 0230343430   Pages 288 ISBN13 9780230343436 (What's this?)   Weight (grammes) 576 Publisher Palgrave Macmillan   Published in Basingstoke Imprint Palgrave Macmillan   Height (mm) 240 Format Hardback   Width (mm) 164 Publication date 21 Oct 2011   Spine width (mm) 23 DEWEY 658.4063   Academic level Professional / Scholarly DEWEY edition DC22

Introduction Entrepreneurial Barriers To Innovation PART I Overall Picture Of The A-To-F Model Activators Browsers Creators Developers Executors Facilitators The Advantages Of Designing Innovation Processes With The A-To-F Model Annex I - Examples Of Processes Design Using The A-To-F Model Annex II - Detail Of Collaboration Tasks And Examples PART II Planning Innovation Metrics How To Foster a Creative Culture Incentive And Rewards

'This is a superb book that captures the way to set the stage and create a positive climate for product innovation in the corporation. The description of the six roles that must be played by a multi-functional innovation team is a major contribution.' -- Robert G. Cooper, Professor Emeritus, McMaster University, Canada, and President, Product Development Institute Inc. 'The Total Innovation System is a valuable framework that gathers and connects all aspects to be considered in an innovation system. It is a good compendium of concepts, disciplines, techniques and innovation processes to be considered in an innovation ecosystem. I cannot think of any other book which makes so complete a review as this one makes.' -- Cesc Bordas, Vice President of Marketing and Innovation, PepsiCo Europe 'This is a great handbook on innovation, elaborated by two of the most brilliant academic authors in the field of marketing and innovation throughout the world. It will be helpful to people with all levels of experience in innovation. It is a book which obliges one to review 'unquestionable truths' and a very useful framework in order to manage innovation, now that innovating is at the heart of business strategy.' -- Carlos Losada, ESADE Business School

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