Winning at Innovation: The A-to-F Model

Overview

Innovation is a priority for many organizations who want to grow and develop in the post-recession economies. Companies need a systematic framework so innovation can occur at different levels of the organization. Philip Kotler and Fernando Trías de Bes, two of the world's leading experts in marketing and innovation, together present a revolutionary model for innovation.

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Winning At Innovation: The A-to-F Model

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Overview

Innovation is a priority for many organizations who want to grow and develop in the post-recession economies. Companies need a systematic framework so innovation can occur at different levels of the organization. Philip Kotler and Fernando Trías de Bes, two of the world's leading experts in marketing and innovation, together present a revolutionary model for innovation.

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Editorial Reviews

From the Publisher
Winner of the Chartered Management Institute Management Book of the Year - Innovation and Entrepreneurship

"Extremely valuable and very thorough in its approach to innovation." - Ray Davis, Management Consultant and CMI Judge

"The book provides great clarity with regard to innovation: outstanding." - Judy Craske, Senior Manager at Wylfa Power Station and CMI Judge

"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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Product Details

  • ISBN-13: 9780230343436
  • Publisher: Palgrave Macmillan
  • Publication date: 11/22/2011
  • Pages: 288
  • Sales rank: 990,116
  • Product dimensions: 6.30 (w) x 9.30 (h) x 1.30 (d)

Meet the Author

PHILIP KOTLER is the S.C. Johnson & Son Professor of International Marketing at the Kellogg School of Management, Northwestern University, Illinois. Professor Kotler is the author of Marketing Management: Analysis, Planning, Implementation and Control, 13th ed., the most widely used marketing book in graduate business schools worldwide and several others. He has published over one hundred articles in leading jourbanals, several of which have received best-article awards.
 
FERNANDO TRÍAS DE BES is an Economist with an MBA from ESADE as well as the University of Michigan. Since 1992, he has been working as an Associate Professor of the Marketing Management Department at ESADE Business School in Barcelona, Spain. He is the founder of Salvetti & Llombart, a consulting firm specialized in Innovation and Market Research. He is a co-author of Lateral Marketing: New Techniques for Finding Breakthrough Ideas, along with Philip Kotler, and co-author of Luck, Creating the Conditions for Success in Life and Business with Alex Rovira.

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Table of Contents

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

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