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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
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- Title
- Winning at Innovation
- Subtitle
- The A-To-F Model
- Language
- English
- Authors
- Philip Kotler, Kenneth A. Loparo
- Publisher
- Palgrave MacMillan UK
- Publisher
- 2011
- Format
- Hardcover
- Pages
- 272
- ISBN13
- 9780230343436
- Category
- Business and Economics
- Description
- 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.