Emeritus Professor of Marketing
Innovation is one of the least well-managed areas in most companies, yet it is central to their survival and growth. It is not the effort that companies put into innovation that decides success - instead it is how firms go about doing innovation that separates leaders from the rest.
The Innovation Manual shows how to create value in the minds of the customers and identifies the five key tasks the organization needs to perform to achieve this. The five tasks are: 1) chartering innovation within the organization; 2) selecting, preparing and supporting the right team; 3) co-creating the innovation with customers; 4) changing the organization to deliver the innovation; 5) building the market for the innovation. The unique approach taken in this book empowers the reader with a sharper and more usable understanding of knowledge on successful innovation, as well as the tools to enable them to apply this knowledge in their company.