Innovation Management and New Product Development - P. Trott

The management of innovation and product development is becoming critical as new products become a source of competitive advantage for many firms. In many industries it is the firms whose employees develop exciting products, that customers will want to buy, who will be successful.

This text offers final year undergraduate and post-graduate students a contemporary view of innovation management that focuses on the links and overlaps between groups and disciplines. It takes a necessarily broad perspective, bringing together the three areas of business - organisation strategy, marketing and R&D. Moreover, it offers a framework through which students can view the management process of innovation.

Voor de inhoud: zie de foto's 2, 3 en 4.

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