Winning At Innovation: The A-to-F Model [NOOK Book]

Overview

WINNER OF THE CHARTERED MANAGEMENT INSTITUTE (CMI) INNOVATION AND ENTREPRENEURSHIP AWARD AT THE CMI BUSINESS BOOK THE YEAR AWARDS 2013

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 ...
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Winning At Innovation: The A-to-F Model

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Overview

WINNER OF THE CHARTERED MANAGEMENT INSTITUTE (CMI) INNOVATION AND ENTREPRENEURSHIP AWARD AT THE CMI BUSINESS BOOK THE YEAR AWARDS 2013

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 Trías 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. Trías de Bes and Kotler present a unique model for innovation for all companies that want to succeed in the global field.
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Product Details

  • ISBN-13: 9780230350007
  • Publisher: Palgrave Macmillan
  • Publication date: 10/21/2011
  • Sold by: Barnes & Noble
  • Format: eBook
  • Pages: 288
  • File size: 6 MB

Meet the Author

FERNANDO TRÍAS DE BES is an Economist with an MBA from ESADE as well as the University of Michigan, USA. 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 specialised in Innovation and Market Research. Fernando Trias de Bes started his activity as a speaker in 2003. He has been one of the speakers in the UK and European Marketing Forum, the Western Europe Marketing Forum, ExpoManagement Congress, JavaExpo, the World Apparel Convention, among others. 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.

PHILIP KOTLER is the S.C. Johnson & Son Professor of International Marketing at the Kellogg School of Management, Northwestern University, Illinois, USA. 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; Principles of Marketing; Marketing Models; Strategic Marketing for Non-Profit Organizations; The New Competition; High Visibility; Social Marketing; Marketing Places; Marketing for Congregations; Marketing for Hospitality and Tourism; The Marketing of Nations; Kotler on Marketing, and several others. He has published over one hundred articles in leading journals, several of which have received best-article awards.

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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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