Winning At Innovation The A-to-F Model

by Trías de Bes, Fernando; Kotler, Philip

• ISBN13: 9781137479174
• ISBN10: 1137479175
• Format: Paperback
• Copyright: 2015-02-11
• Publisher: Palgrave Macmillan

Summary

Innovate or Die! Companies that cannot innovate and develop new products, strategies and technologies to keep ahead in today's fast paced market will not succeed. Winning at Innovation presents a ground breaking new model for successful marketing advancement from two world-leading experts in marketing and innovation, Fernando Trías de Bes and Philip Kotler.

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 any level of the organization. The A-F Model is a step-by-step process for developing a successful culture of innovation, bringing together the different individuals and groups across the organization for ideas to be created, developed and implemented. Offering flexibility, the model allows a back and forth flow of ideas and creativity to adapt to changing circumstances. Using this model, companies can learn how to make their innovation processes more effective, more sustainable, and more successful.

Innovation must be a priority for organizations who want to be ready to grow and develop in post-recession economies. Trías de Bes and Kotler present a unique model for innovation for all companies that want to succeed in the global field.

Author Biography

Fernando Trías de Bes is an Economist, Associate Professor of Marketing Management at ESADE Business School in Barcelona, Spain, and the founder of Salvetti Llombart, a consulting firm specialised in Innovation and Market Research. He has spoken at numerous international events, such as the European Marketing Forum, the Western Europe Marketing Forum, ExpoManagement Congress, JavaExpo, and the World Apparel Convention, among others. He has published 14 books so far, including The Little Black Book of Entrepreneurship, Lateral Marketing: New Techniques for Finding Breakthrough Ideas which he co-authored with Philip Kotler, and Good Luck: Creating the Conditions for Success in Life and Business – written with Alex Rovira.

Philip Kotler (M.A., University of Chicago, Ph.D., M.I.T.) is the S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University. He has published Marketing Management, 14th edition, Lateral Marketing, and 50 other books. His research covers strategic marketing, innovation, and corporate social responsibility. He has consulted GE, IBM, Apple, Honeywell, Ford, and many other companies. He has also consulted non-profit and government organizations. Professor Kotler is the recipient of 14 honorary degrees from abroad. He has been described by his profession as a Legend in Marketing.

Table of Contents

1. Introduction
2. Entrepreneurial Barriers To Innovation
PART I
3. Overall Picture Of The A-To-F Model
4. Activators
5. Browsers
6. Creators
7. Developers
8. Executors
9. Facilitators
10. The Advantages Of Designing Innovation Processes With The A-To-F Model
11. Annex I - Examples Of Processes Design Using The A-To-F Model
12. Annex II - Detail Of Collaboration Tasks And Examples
PART II
13. Planning Innovation
14. Metrics
15. How To Foster a Creative Culture
16. Incentive And Rewards