Innovation Management and New Product Development (4th Edition)

Innovation Management and New Product DevelopmentInnovation continues to be at the forefront of economic and political debate about how to improve the competitiveness of economies and firms. This book is designed with one overriding aim: to make this exciting and highly relevant subject as clear to understand as possible.Innovation Management and New Product Development expertly illustrates the problems faced by firms as they try to develop innovative products that will help them survive and prosper. It is designed to be accessible and readable, and was the first textbook to bring together the areas of innovation management and new product development for the business student.Now in its fourth edition, the book boasts several new and unique features: Topical articles from the Financial Times illustrate how the subject is being discussed in the context of the wider business world. NEW! A new chapter on service development offers up-to-date coverage of this popular subject. NEW! Pause for thought questions integrated within the text, designed to help you reflect on what you have just read and to check your understanding. NEW! Five major new case studies have been introduced - including eBay, Viagra, Innocent and Apple. NEW! A colourful new design enlivens the text and makes the structure easy to follow. A comprehensive set of web references at the end of each chapter guides the reader to further resources.About the AuthorPaul Trott is a Reader in Marketing at the Business School, University of Portsmouth. He is the author of many reports and publications in the area of innovation management, and is co-author of the Penguin Business Dictionary.Paul Trott is the author of 'Innovation Management and New Product Development (4th Edition)', published 2008 under ISBN 9780273713159 and ISBN 0273713159.