Emeritus Professor of Marketing
The profitability and even the survival of an organization depends on its capacity to innovate with products and services and market them effectively. The link between innovation and business performance is well established, making the study of innovation and new product and service development of critical importance to the study of business. New product development is also a critical marketing issue, with the satisfaction of customers based on the core products and services of a firm and how they are differentiated from competitors. Equally important are the technological, organizational and strategic strengths of a firm, making the development of new products and services a multidisciplinary endeavour.
Edited by one of the world's leading authorities in the area, this collection is arranged so as to emphasise the different perspectives on the development of new products and services, ranging from the characteristics of intervention through the lens of different business functions, to organizational culture, strategy and marketing.Volume One: Innovating New Products and Services: The Dimensions of Innovations
Volume Two: Orienting the Firm for Promoting Innovations: Establishing a Culture of Innovations
Volume Three: Organizing to Innovate: Adapting the Firm to Innovate
Volume Four: Launching New Products and Services: Marketing Innovations Effectively