Key Features A great handbook on innovation, elaboration by two of the most brilliant academic authors in the field This is a superb book that captures the way to set the stage and create a positive climate for product innovation in the corporation. About the Book: Winning at Innovation: The A to F Model Innovate or Die! Companies that cannot innovate and develop newproducts, strategies and technologies to keep ahead in today'sfastpaced market will not succeed. Winning at Innovation presents agroundbreaking new model for successful marketing advancement fromtwo world-leading experts in marketing and innovation, FernandoTrias de Bes and Philip Kotler. Innovation is a responsibility normally assigned to R&Ddepartments but this is not enough. Companies need a systematicframework so innovation can occur at any level of the organization.The A-F Model is a step-by-step process for developing a successfulculture of innovation, bringing together the different individualsand groups across the organization for ideas to be created, developed and implemented. Offering flexibility, the model allows aback and forth flow of ideas and creativity to adapt to changingcircumstances. Using this model, companies can learn how to maketheir innovation processes more effective, more sustainable, andmore successful. Innovation must be a priority for organizations who want to beready to grow and develop in post-recession economies. Trias de Besand Kotler present a unique model for innovation for all companiesthat want to succeed in the global field. About the Authors: Fernando Trias de Bes, Philip Kotler Philip Kotler is the author of: Marketing Management: Analysis, Planning, Implementation and Control, 13th ed., the most widelyused marketing book in graduate business schools worldwide andseveral others. He has published over one hundred articles inleading journals, several of which have received best-articleawards. Fernando Trias de Bes is an Economist with an MBA from ESADE aswell a - from Amzon