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In consumer product development, many leading§companies seem to have an innate understanding of how§to innovate from within, and therefore keep the§innovation efforts inside their walls. Other§companies succeed by involving outsiders - in the§form of innovation-for-hire specialty firms. Why is§this, and is it possible that companies relying on§outsiders can create the conditions necessary for§internal innovation? Is it even worth the effort?§This book explores the popular methods for achieving§product innovation by examining the leading§literature on the subject, as well as providing§insight from some of the top innovators working§today. The author also presents his own challenging§notions about why internal innovation persists, and§when innovation is better left to outside specialists.§The implications help to widen our understanding of§how innovation works, how to foster creativity, and§how to successfully bring a product to market. This§book is a must-read for management, marketing§professionals, and anyone who has ever wondered why§some teams create exceptional products and§others miss the mark.
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