Innovation Management and New Product Development 4e

This bookis suitable for undergraduates and postgraduates on a wide range of courses from marketing, strategic management, business studies and engineering.The subject of innovation management is often treated as a series of separate specialisms, rather than an integrated task. The main aim of this book, however, is to bring together the areas of innovation management and new product development and to keep a strong emphasis on innovation as a management process.Written in an accessible style, thisfourth edition brings a change in structure to clearly set out three key areas for the student: Innovation management, managing technology and knowledge and new product development.As innovation continues to be at the forefront of economic and political debate about how to improve the competitiveness of economies and firms, Innovation Management and New Product Development will give you some insight into the problems faced by firms as they try to develop innovative products that will help them survive and prosper.- NEW! A new chapter on service development offers up-to-date coverage of this important subject.- NEW! Five major new case studieshave been introduced - including eBay, Viagra, Innocent and Apple.Innovation Management and New Product DevelopmentInnovation continues to be at the forefront of economic and political debate about how to improve the competitiveness of economies and firms. This book is designed with one overriding aim: to make this exciting and highly relevant subject as clear to understand as possible. Innovation Management and New Product Development expertly illustrates the problems faced by firms as they try to develop innovative products that will help them survive and prosper. It is designed to be accessible and readable, and was the first textbook to bring together the areas of innovation management and new product development for the business student. Now in its fourth edition, the book boasts several new and unique features:Topical articles from the Financial Times illustrate how the subject is being discussed in the context of the wider business world.NEW! A new chapter on service development offers up-to-date coverage of this popular subject.NEW! Pause for thought questions integrated within the text, designed to help you reflect on what you have just read and to check your understanding. NEW! Five major new case studies have been introduced - including eBay, Viagra, Innocent and Apple. NEW! A colourful new design enlivens the text and makes the structure easy to follow.A comprehensive set of web references at the end of each chapter guides the reader to further resources. About the Author Paul Trott is a Reader in Marketing at the Business School, University of Portsmouth. He is the author of many reports and publications in the area of innovation management, and is co-author of the Penguin Business Dictionary.