Market Oriented Product Innovation: A Key to Survival in the Third Millennium

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This book gives 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. This 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. A 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.