Innovation: Leadership Strategies for the Competitive Edge

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American Marketing Association, 1996 - Business & Economics - 210 pages
Give your students the edge in the marketplace--the ability to understand and manage the process of innovation and new product development, the force driving today's economy. This book introduces a strategic, results-oriented program that helps students understand how to develop and foster an innovation mindset among everyone in an organization. It discusses how to overcome the aversion to risk that typically impedes the innovation process, along with techniques on how to link innovation to corporate strategies.

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Fostering an Innovation Mindset
Measuring the Consistency of Your Innovation

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