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 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.
In devoloping new products, or in modifying and enhancing existing ones, organizations will find themselves operating in a more effiecient market for ideas. Recognizing and using the creation and exploitation of ideas as an asset, they can bug and sell the commercial rights to an innovative product or service, allowing them more scope to specialize in what they know best and to add on any extra improvements from external sources. It also means they can generate extra income by selling their know-how for use in non-competing applications.
The Innovation Handbook is divided into twelve key sections: the innovation premium, move up the value chain, forms of innovation, sources of innovation, new fontiers, the creative organiztion, an open search for ideas, commercialization models, IP fit for purpose, contract negotiation, funding innovation, when you are copied.
Designed as a practical guide to the effective management of ideas and knowledge, this book is 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, design, technology, brands, intellectual property, finance, marketing and management, it will discuss how to best combin an open search for potential winnders with procedures that capture, protect and enhance their full value.