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. 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 AssociateProfessor 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, ExpoManagementCongress, 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. INDICE: 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 -
- ISBN: 978-0-230-34343-6
- Editorial: Palgrave MacM
- Encuadernacion: Cartoné
- Páginas: 288
- Fecha Publicación: 21/10/2011
- Nº Volúmenes: 1
- Idioma: Inglés