The Innovation Manual: Integrated Strategies and Practical Tools for Bringing Value Innovation to the Market / Edition 1

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This book differs from the plethora of books out there oninnovation in two important ways:

  • Firstly, the book focuses on a few key tasks the company needsto manage well to be successful, chosen for their known high impacton overall success. Each key task is presented in terms of theideas behind its best practice. Unless the company manages the keytasks correctly, then doing other tasks well will not lead toinnovation, as these other tasks have a lower impact onsuccess.
  • Secondly, it links the ideas in each chapter to the correcttools for carrying out these ideas effectively and details thepractical steps that a general manager can take or provide criteriafor decisions they face. The advantages and disadvantages of eachtool are listed depending on the nature of the industry,organization or competitive environment in which they are beingused, thus allowing the reader to adapt best practice to the uniquecircumstances of a particular industry and specific company.
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Product Details

  • ISBN-13: 9780470724538
  • Publisher: Wiley
  • Publication date: 4/21/2009
  • Edition number: 1
  • Pages: 330
  • Product dimensions: 6.90 (w) x 9.70 (h) x 1.20 (d)

Meet the Author

DAVID MIDGLEY directs executive programmes for bluechip companiesat INSEAD, France. He joined INSEAD in 1999 as Professor ofMarketing. Previously he held positions at the Anderson School,University of California, Los Angeles, and the Australian GraduateSchool of Management, Sydney, where he was Foundation Chair andHead of the marketing Area. From 2001-2005 he was Coordinator forthe Marketing Area at INSEAD. Formerly, he has been an invitedscholar at Stanford Graduate School of Business and has also taughtat the Wharton School, University of Pennsylvania.

Professor Midgley has over 80 publications, including papers inleading journals such as the Journal of Consumer Research,Journal of International Business, Journal of MarketingResearch, Journal of Marketing, MarketingScience, Management Science, and OrganizationScience. He has served on the editorial boards of theJournal of Consumer Research and the InternationalJournal of Research in Marketing.

He has extensive consulting experience in Australia, Europe andNorth America, including many projects for global corporation oncurrent marketing issues. He was Research Director for theAustralian Federal Government’s Industry Task Force onLeadership and Management Skills – the Karpin Committee). Heis also the author of major reports on management development forthe Australian National Training Board and internationalcompetitiveness for Austrade.

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Table of Contents



1. The Three Challenges of Business Innovation.

2. Creating Advantage in the Minds of Many.

3. Chartering Innovation within the Organisation.

4. Selecting, Preparing and Supporting the Right Team.

5. Co-Creating the Innovation with Customers.

6. Changing the Organisation to Deliver the Innovation.

7. Building the Market for the Innovation.

8. Putting it all Together.



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