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The Innovation manual: integrated strategies and practical tools for bringing value innovation to the market

Author: Midgley, David INSEAD Area: MarketingPublisher: Wiley, 2009.Language: EnglishDescription: 316 p. : Graphs/Ill./Maps ; 25 cm.ISBN: 9780470724538 ; 9780470744840 (eBook)Type of document: INSEAD Book Online Access: Click here Bibliography/Index: Includes bibliographical references and index and glossaryAbstract: The Innovation Manual provides a solution to the problems faced by those at the forefront of innovation. It takes you through the seven topics that have the highest impact on the success of value innovation, be this innovation a new product, a new service or a new business model. The seven topics are: . Creating advantage in the minds of many . Chartering innovation within the organization . Preparing, developing and supporting the right team . Placing customers at the centre of innovation . Changing the organization to deliver the innovation . Motivating the right partners and sharing the returns . Building momentum in the market Each topic is linked to an organized toolkit that allows managers to apply this knowledge immediately. The tools sit within an overall framework to show how they build on and reinforce one another. Along with this, the book guides busy managers on applying the tools properly, detailing the relevance of each for specific industries, and how to customize them when necessary.
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Includes bibliographical references and index and glossary

The Innovation Manual provides a solution to the problems faced by those at the forefront of innovation. It takes you through the seven topics that have the highest impact on the success of value innovation, be this innovation a new product, a new service or a new business model. The seven topics are:
. Creating advantage in the minds of many
. Chartering innovation within the organization
. Preparing, developing and supporting the right team
. Placing customers at the centre of innovation
. Changing the organization to deliver the innovation
. Motivating the right partners and sharing the returns
. Building momentum in the market
Each topic is linked to an organized toolkit that allows managers to apply this knowledge immediately. The tools sit within an overall framework to show how they build on and reinforce one another. Along with this, the book guides busy managers on applying the tools properly, detailing the relevance of each for specific industries, and how to customize them when necessary.

Digitized

The Innovation Manual Integrated Strategies and Practical Tools for Bringing Value Innovation to the Market Contents PREFACE xi 1 THE THREE CHALLENGES OF BUSINESS INNOVATION The objectives of the book Addressing the changing nature of innovation The five key tasks How to use the book 2 CREATING ADVANTAGE IN THE MINDS OF MANY Introduction The standard model of adoption Alternative models from psychology and sociology The supply of influence Action steps: three steps to create advantage Links to the five key tasks 1 1 5 14 19 21 21 22 28 45 51 56 3 CHARTERING INNOVATION WITHIN THE ORGANIZATION Introduction Innovation is a programme, not an event Setting the direction of the innovation programme Cooper's Stage­GateTM method Setting up the project and defining its objective Action steps: clarity of direction, flexibility of organization Links to other tasks Toolkit for Chapter 3 4 SELECTING, PREPARING AND SUPPORTING THE RIGHT TEAM Introduction How to organize teams for major innovation Organizational principles for innovation teams Seven practical steps to develop teamwork Action steps: invest in the team Links to other tasks Toolkit for Chapter 4 5 CO-CREATING THE INNOVATION WITH CUSTOMERS Introduction When you should seek customer involvement Which customers should be involved in co-creation? How to involve customers in co-creation Action steps: involving the right customers at the right time and with the right method Links to other tasks Toolkit for Chapter 5 6 CHANGING THE ORGANIZATION TO DELIVER THE INNOVATION Introduction Principles of change management 57 57 59 61 72 86 93 96 97 105 105 107 119 129 135 138 139 143 143 144 150 153 176 180 181 191 191 192 Comparing change management and breakthrough innovation Action steps: organizational principles for innovation management Links to other tasks Toolkit for Chapter 6 7 BUILDING THE MARKET FOR THE INNOVATION Introduction Before launch Engaging the innovators Gaining momentum and reaching out to the mainstream Action steps: rethinking business planning, developing managers for the next stage Links to other tasks Toolkit for Chapter 7 8 PUTTING IT ALL TOGETHER Introduction Towards better practice Flexibility in various circumstances Final reflections GLOSSARY NOTES INDEX 199 215 222 223 229 229 232 241 252 256 262 263 269 269 270 280 287 289 293 309

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