Behind Closed Doors?

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.

Autorentext

Aaron Wolpoff is a founder and Executive Vice President ofSaxony Creative Group, a boutique marketing and interactive mediaagency located in Solana Beach, CA. He received his Masters ofScience in Marketing and Business from San Francisco StateUniversity. Previous marketing experience includes work withinthe financial and non-profit sectors.

Klappentext

In consumer product development, many leadingcompanies seem to have an innate understanding of howto innovate from within, and therefore keep theinnovation efforts inside their walls. Othercompanies succeed by involving outsiders - in theform of innovation-for-hire specialty firms. Why isthis, and is it possible that companies relying onoutsiders can create the conditions necessary forinternal innovation? Is it even worth the effort?This book explores the popular methods for achievingproduct innovation by examining the leadingliterature on the subject, as well as providinginsight from some of the top innovators workingtoday. The author also presents his own challengingnotions about why internal innovation persists, andwhen innovation is better left to outside specialists.The implications help to widen our understanding ofhow innovation works, how to foster creativity, andhow to successfully bring a product to market. Thisbook is a must-read for management, marketingprofessionals, and anyone who has ever wondered whysome teams create exceptional products andothers miss the mark.