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Innovation is a responsibility normally assigned to R & D departments but this is not enough. Companies need a systematic framework so innovation can occur at different levels of the organization. Philip Kotler and Fernando Trias de Bes together present a revolutionary model for innovation.
FERNANDO TR?S DE BES is an Economist with an MBA from ESADE as well as the University of Michigan, USA. Since 1992, he has been working as an Associate Professor of the Marketing Management Department at ESADE Business School in Barcelona, Spain. He is the founder of Salvetti & Llombart, a consulting firm specialised in Innovation and Market Research. Fernando Trias de Bes started his activity as a speaker in 2003. He has been one of the speakers in the UK and European Marketing Forum, the Western Europe Marketing Forum, ExpoManagement Congress, JavaExpo, the World Apparel Convention, among others. He is a co-author of Lateral Marketing: New Techniques for Finding Breakthrough Ideas, along with Philip Kotler, and co-author of Luck, creating the conditions for success in life and business with Alex Rovira. PHILIP KOTLER is the S.C. Johnson & Son Professor of International Marketing at the Kellogg School of Management, Northwestern University, Illinois, USA. Professor Kotler is the author of: Marketing Management: Analysis, Planning, Implementation and Control , 13th ed., the most widely used marketing book in graduate business schools worldwide; Principles of Marketing; Marketing Models; Strategic Marketing for Non-Profit Organizations; The New Competition; High Visibility; Social Marketing; Marketing Places; Marketing for Congregations; Marketing for Hospitality and Tourism; The Marketing of Nations; Kotler on Marketing , and several others. He has published over one hundred articles in leading journals, several of which have received best-article awards.
PHILIP KOTLER is the S.C. Johnson & Son Professor of International Marketing at the Kellogg School of Management, Northwestern University, Illinois.Professor Kotler is the author of Marketing Management: Analysis, Planning, Implementation and Control, 13th ed., the most widely used marketing book in graduate business schools worldwide and several others. He has published over one hundred articles in leading journals, several of which have received best-article awards. FERNANDO TRIAS DE BES is an Economist with an MBA from ESADE as well as the University of Michigan. Since 1992, he has been working as an Associate Professor of the Marketing Management Department at ESADE Business School in Barcelona, Spain. He is the founder of Salvetti & Llombart, a consulting firm specialized in Innovation and Market Research. He is a co-author of Lateral Marketing: New Techniques for Finding Breakthrough Ideas, along with Philip Kotler, and co-author of Luck, Creating the Conditions for Success in Life and Businesswith Alex Rovira.
PHILIP KOTLER is the S.C. Johnson & Son Professor of International Marketing at the Kellogg School of Management, Northwestern University, Illinois.Professor Kotler is the author of Marketing Management: Analysis, Planning, Implementation and Control13th ed., the most widely used marketing book in graduate business schools worldwide and several others. He has published over one hundred articles in leading journals, several of which have received best-article awards. FERNANDO TRIAS DE BES is an Economist with an MBA from ESADE as well as the University of Michigan. Since 1992, he has been working as an Associate Professor of the Marketing Management Department at ESADE Business School in Barcelona, Spain. He is the founder of Salvetti & Llombart, a consulting firm specialized in Innovation and Market Research. He is a co-author of Lateral Marketing: New Techniques for Finding Breakthrough Ideasalong with Philip Kotler, and co-author of Luck, Creating the Conditions for Success in Life and Businesswith Alex Rovira.
PHILIP KOTLER is the S.C. Johnson Son Professor of International Marketing at the Kellogg School of Management, Northwestern University, Illinois. Professor Kotler is the author of Marketing Management: Analysis, Planning, Implementation and Control, 13th ed., the most widely used marketing book in graduate business schools worldwide and several others. He has published over one hundred articles in leading journals, several of which have received best-article awards. FERNANDO TRIAS DE BES is an Economist with an MBA from ESADE as well as the University of Michigan. Since 1992, he has been working as an Associate Professor of the Marketing Management Department at ESADE Business School in Barcelona, Spain. He is the founder of Salvetti Llombart, a consulting firm specialized in Innovation and Market Research. He is a co-author of Lateral Marketing: New Techniques for Finding Breakthrough Ideas, along with Philip Kotler, and co-author of Luck, Creating the Conditions for Success in Life and Businesswith Alex Rovira.
World leading expert in Marketing and Innovation Philip Kotler, together with Fernando Trias de Bes, presents a groundbreaking new model for successful innovation
Innovate or Die! Companies that cannot innovate and develop new products, strategies and technologies to keep ahead in today's fastpaced market will not succeed. Winning at Innovation presents a groundbreaking new model for successful marketing advancement from two world-leading experts in marketing and innovation, Fernando Tr?s de Bes and Philip Kotler. Innovation is a responsibility normally assigned to R&D departments but this is not enough. Companies need a systematic framework so innovation can occur at any level of the organization. The A-F Model is a step-by-step process for developing a successful culture of innovation, bringing together the different individuals and groups across the organization for ideas to be created, developed and implemented. Offering flexibility, the model allows a back and forth flow of ideas and creativity to adapt to changing circumstances. Using this model, companies can learn how to make their innovation processes more effective, more sustainable, and more successful. Innovation must be a priority for organizations who want to be ready to grow and develop in post-recession economies. Tr?s de Bes and Kotler present a unique model for innovation for all companies that want to succeed in the global field.
Innovate or Die! Companies that cannot innovate and develop new products, strategies and technologies to keep ahead in today's fastpaced market will not succeed. Winning at Innovation presents a groundbreaking new model for successful marketing advancement from two world-leading experts in marketing and innovation, Fernando Trias de Bes and Philip Kotler. Innovation is a responsibility normally assigned to R&D departments but this is not enough. Companies need a systematic framework so innovation can occur at any level of the organization. The A-F Model is a step-by-step process for developing a successful culture of innovation, bringing together the different individuals and groups across the organization for ideas to be created, developed and implemented. Offering flexibility, the model allows a back and forth flow of ideas and creativity to adapt to changing circumstances. Using this model, companies can learn how to make their innovation processes more effective, more sustainable, and more successful. Innovation must be a priority for organizations who want to be ready to grow and develop in post-recession economies. Trias de Bes and Kotler present a unique model for innovation for all companies that want to succeed in the global field.
Innovate or Die! Companies that cannot innovate and develop new products, strategies and technologies to keep ahead in today's fastpaced market will not succeed. Winning at Innovationpresents a groundbreaking new model for successful marketing advancement from two world-leading experts in marketing and innovation, Fernando Trias de Bes and Philip Kotler. Innovation is a responsibility normally assigned to R&D departments but this is not enough. Companies need a systematic framework so innovation can occur at any level of the organization. The A-F Model is a step-by-step process for developing a successful culture of innovation, bringing together the different individuals and groups across the organization for ideas to be created, developed and implemented. Offering flexibility, the model allows a back and forth flow of ideas and creativity to adapt to changing circumstances. Using this model, companies can learn how to make their innovation processes more effective, more sustainable, and more successful. Innovation must be a priority for organizations who want to be ready to grow and develop in post-recession economies. Trias de Bes and Kotler present a unique model for innovation for all companies that want to succeed in the global field.
Innovation is a priority for many organizations who want to grow and develop in the post-recession economies. Companies need a systematic framework so innovation can occur at different levels of the organization. Philip Kotler and Fernando Trias de Bes, two of the world's leading experts in marketing and innovation, together present a revolutionary model for innovation.
'This is a superb book that captures the way to set the stage and create a positive climate for product innovation in the corporation. The description of the six roles that must be played by a multi-functional innovation team is a major contribution.' Robert G. Cooper, Professor Emeritus, McMaster University, Canada, and President, Product Development Institute Inc. 'The Total Innovation System is a valuable framework that gathers and connects all aspects to be considered in an innovation system. It is a good compendium of concepts, disciplines, techniques and innovation processes to be considered in an innovation ecosystem. I cannot think of any other book which makes so complete a review as this one makes.' Cesc Bordas, Vice President of Marketing and Innovation, PepsiCo Europe 'This is a great handbook on innovation, elaborated by two of the most brilliant academic authors in the field of marketing and innovation throughout the world. It will be helpful to people with all levels of experience in innovation. It is a book which obliges one to review 'unquestionable truths' and a very useful framework in order to manage innovation, now that innovating is at the heart of business strategy.' Carlos Losada, ESADE Business School
"This is a superb book that captures the way to set the stage and create a positive climate for product innovation in the corporation. The description of the six roles that must be played by a multi-functional innovation team is a major contribution." - Robert G. Cooper, Professor Emeritus, McMaster University, Canada, and President, Product Development Institute Inc. "The Total Innovation System is a valuable framework that gathers and connects all aspects to be considered in an innovation system. It is a good compendium of concepts, disciplines, techniques and innovation processes to be considered in an innovation ecosystem. I cannot think of any other book which makes so complete a review as this one makes." - Cesc Bordas, Vice President of Marketing and Innovation, PepsiCo Europe "This is a great handbook on innovation, elaborated by two of the most brilliant academic authors in the field of marketing and innovation throughout the world. It will be helpful to people with all levels of experience in innovation. It is a book which obliges one to review 'unquestionable truths' and a very useful framework in order to manage innovation, now that innovating is at the heart of business strategy." - Carlos Losada, ESADE Business School
Innovation is a responsibility normally assigned to R&D departments but this is not enough. Companies need a systematic framework so innovation can occur at different levels of the organization. The world's leading expert in marketing and innovation Philip Kotler, and Fernando Trias de Bes together present a revolutionary model for innovation.