Innovation Handbook, 2nd Ed: How to Profit From Your Ideas, Intellectual Property and Market Knowledge

Unique features, distinctive capabilities and exclusive know- how are the surest way to stay ahead of the market for any length of time. But the way in which these points of difference are created and commercialized is changing. The difficulty for most organizations is not in generating ideas, but in pursuing the right one at the right speed on the right scale. Alongside flashes of brilliance, innovation depends on combining strategic insight, inspired leadership, suitable funding, adept marketing, motivated teams and appropriate intellectual property in the right business model. The Innovation Handbook is designed as a practical guide to the effective management of ideas and knowledge for leaders of organizations who want to move ahead of their competitors and offer new sources of value to their customers. Drawing on a wide range of experience and expertise in strategy, technology, brands, intellectual property, finance, marketing and management, it will discuss how best to combine an open search for potential winners with a process that captures their full value.