Doyle and Bridgewater illustrate the key themes using case materials and the entirely new work it contains on the linkage between innovation and shareholder value. This gives the student and professional a new decision making perspective. The key themes that structure the book are: Marketing and innovation - the model, innovation and strategy, marketing strategies and shareholder value, best practice in innovation management, effectiveness in innovation.
Opinion by German Anitua Azkarate
What an exceptional chapter 1! In fact the whole book is a collection of exceptional examples of how innovation is a discipline of marketing. The authors have developed a clear analytical model for managing innovation with a marketing perspective.
Born as an alternative to traditional management “consulting” firms, Brodgar & Mulligan is a boutique management and a advisory firm focused on the practice of challenging established thinking and drive transformation.
Our solutions evolve around our motto ''passionate about seeking the right balance between firm´s developed degree of innovations and the grade of the sophistication of the demand in a particular geographical market''.