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The book introduces a groundbreaking model for innovation that emphasizes the need for a systematic framework applicable throughout an organization, rather than limiting it to R&D departments. Authored by marketing and innovation expert Philip Kotler and Fernando Trias de Bes, it advocates for a holistic approach to foster innovation at various levels, ensuring that companies can effectively adapt and thrive in a competitive landscape.
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Winning at Innovation, Philip Kotler, Kenneth A. Loparo
- Language
- Released
- 2011
- product-detail.submit-box.info.binding
- (Hardcover)
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