Market Oriented Product Innovation

Beschreibung

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.

Autor*in

Knut Holt

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"This book is comprehensive, goes into concrete details, describes special tools an is easy to read."
(Professor Dr Horst Geschka, Technical University Darmstadt and President, Geschka & Partner Consulting)
"Based on Professor Holt's research and his academic and consultancy skills, the resultant book benefits from his experiences in, and knowledge of, many countries. It merits a place on all managers' bookshelves, filling a niche hitherto overlooked, by being written from a product viewpoint. The book also deserves to feature in University courses - graduate and postgraduate."
(George Hayward, Editor-in-Chief, TECHNOVATION)
"The book offers an unusual perspective in combining two peculiar areas of knowledge (market orientation and technology innovation) in the light of needs assessment. It is a happy mix of a systematic and scientific approach reviewed and tested through a long life consultant experience."
(Professor Ferdinando Chiaromonte, Director of Studio Chiaromonte, Past President ISPIM)
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