Too many new products fail. New products which are hard to differentiate from existing products won't capture the customer's imagination. The failure is due to a poor understanding of customers' needs. Companies need to take a radical approach to identifying customers' real needs, and this book demonstrates innovative ways to achieve this.

Innovation Management provides a concise and practical approach to developing and implementing strategies. Covering the tools needed to develop and apply effective strategies to improve performance in both service and manufacturing companies, it is an excellent resource for students and managers alike.