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Article Excerpt
Margaret Bruce and Rachel Cooper
John Wiley & Sons, 2000 217pp, hard cover $55.00 ISBN 471 98720 4
Successful innovation is one of the most challenging problems facing business management, and marketing management in particular. Innovation is not just one action: it is a complex process of interrelated activities demanding expert integration and control. Many contributions are made to a successful programme of new product development (NPD). These inputs originate from research and development, production, personnel services, purchasing and financial areas of management which, allied to the marketing function, take an organisation along the road to profitable innovation.
Radical innovation clearly involves elements of high risk, as marketing failures have demonstrated. Products may...
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