Ian Maxwell applies decades of research and application to
present a novel approach to innovation, with an emphasis on
sustainable and renewable practices that benefit many, and not just
a handful of executives and shareholders. Featuring examples from a
wide range of innovators around the world, from Google to Genentech
to the Masdar clean city initiative in Abu Dhabi, Maxwell argues
that organizations that embrace structured innovation management
systems and drive a top down innovation culture will achieve
sustainable high growth and strong shareholder returns. Countries
that provide the right physical, financial and human resource
infrastructure to support a highly innovative macro-economic
environment will experience both strong GPD growth and high living
standards. Those companies and countries that fail to support
innovation will struggle to compete and raise living standards,
respectively. Maxwell considers the cases of China and India, whose
low-cost innovation strategies are posing a serious competitive
threat to established multinationals in the developed world, and
considers the impact of innovation on such timely issues as climate
change, environmental pollution, fossil fuel shortages, third world
poverty, rising healthcare costs and ageing populations."
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