Bringing innovation to life

Abstract

Argues that to innovate is the only sure‐fire way to ensure long‐term stability, satisfy shareholder growth goals, maximize employee happiness, and stay at the forefront of industry. Identifies the contrarian views and guiding principles which are embraced by successfully innovative companies. Devises a process, involving five clearly‐defined stages, to assist in new product development.

Citation

Davis, S.M. (1997), "Bringing innovation to life", Journal of Consumer Marketing, Vol. 14 No. 5, pp. 338-361. https://doi.org/10.1108/07363769710179383