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Books > Business & Economics > Business & management > Management of specific areas > Research & development management
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Market Oriented Product Innovation - A Key to Survival in the Third Millennium (Paperback, Softcover reprint of hardcover 1st ed. 2002)
Loot Price: R4,387
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Market Oriented Product Innovation - A Key to Survival in the Third Millennium (Paperback, Softcover reprint of hardcover 1st ed. 2002)
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Market-Oriented Product Innovation differs from most other titles,
written either from a marketing or technical perspective, by giving
a holistic view of the product innovation process. It has a product
perspective, written from a managerial point of view, recognizing
that product innovation, or new product development, is a
discipline of its own. It is concerned with managing the products
(goods and services) through their life cycle, integrating
marketing knowledge and technological expertise, with the aim of
getting satisfied customers. The book also gives a thorough
treatment of the human and cultural aspects of product innovation
by focusing on the change processes needed for the development of a
market-oriented culture.
The book has practical focus and relevance, due to the professional
background of the author, Knut Holt, who has established the field
of Technology Management at the Norwegian Institute of Science and
Technology and is the founder of ISPIM, the International Society
for Professional Innovation Management. By linking deep theoretical
knowledge with extensive practical experience, the book provides an
excellent foundation, whether used as support to courses or for
self-studies. The learning is facilitated by about 200 cases and
examples from leading companies throughout the world.
A unique feature of the book is its dual capacity to serve both as
an introductory text, supported by teacher and student manuals, and
as a base for advanced studies with more than four hundred
references, mainly based on selected key management books and
publications from recognized researchers. Each research publication
comprises extensive literature reviews and summaries of the latest
advances.
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