Making Innovation Last: Volume 2 Sustainable Strategies for Long Term Growth

by Gatignon, Hubert; Gotteland, David; Haon, Christophe

• ISBN13: 9781137572639
• ISBN10: 1137572639
• Format: Hardcover
• Copyright: 2015-11-02
• Publisher: Palgrave Macmillan

Summary

Innovation is usually judged by the products and services that an organisation creates. The challenge for firms is to keep producing these innovative products in the long term and be constantly a step ahead of the competition. While many books deal with the management of an innovation project, Making Innovation Last considers the long term success of a firm. Authored by a trio of top international scholars who present pioneering new work on what it takes to create long term growth, the book examines the internal conditions that are likely to encourage sustainable innovation as well as what a culture of innovation should look like. By recognising that innovation strategies are multidisciplinary in nature, the authors present a case for taking each perspective into account before providing a full analysis of each strategy. Taking you through the practical aspects of launching new innovations in the market and the importance of customer involvement and addresses new areas for further research and investigation, the book explores innovation through both a technical and market point of view. This definitive work not only reflects the major schools of thought but helps managers assess their firm's ability to generate sustained growth.

Author Biography

Hubert Gatignon is the Claude Janssen Chaired Professor of Business Administration at INSEAD. His research interests involve the marketing of innovations, marketing strategy and statistical analysis of management data. ISI web of knowledge identifies Hubert Gatignon as a Highly Cited Researcher and he is the recipient of the 2014 EMAC Distinguished Marketing Scholar Award. Dr. Gatignon is an Associate Editor of JMR and he serves on the editorial boards of several leading marketing journals.

David Gotteland is Professor of Marketing at Grenoble Ecole de Management, France and has been visiting Scholar at INSEAD. His research interests include innovation strategies and the strategic orientation of firms. He has served as both the Head of and the Scientific Advisor of the Marketing Department at Grenoble Ecole de Management.

Christophe Haon is Professor of Marketing at Grenoble Ecole de Management, France. He is interested in marketing strategy and especially in new product and service development. He is currently the Scientific Advisor of the Marketing Department and the Leader of the Marketing Research Team at Grenoble Ecole de Management.

Table of Contents

Introduction to Volume 2
PART III: ORGANIZATIONAL PROCESSES FOR INNOVATIONS 
7. New Product Teams
8. Getting the Customer Involved
9. Fostering Creativity in the Organization
10. Concept Development
PART IV: LAUNCHING INNOVATIONS IN THE MARKET
11. Predicting New Product Acceptance
12. Looking Ahead to New Product Diffusion
13. Branding New Products and Services 
14. Marketing Launch
15. Conclusions