Short description:

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 different levels of the organization. The world's leading expert in marketing and innovation Philip Kotler, and Fernando Trias de Bes together present a revolutionary model for innovation.

Long description:

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 different levels of the organization. The world's leading expert in marketing and innovation Philip Kotler, and Fernando Trias de Bes together present a revolutionary model for innovation.

"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

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