From idea to profit : how to market innovative products and services

the Literature Of Innovation Is Stocked With Calls To Become More Visionary, Creative And Inspiring. It Has Less To Say On The Hard Reality Of Turning Promise Into Reality, Theory Into Practice And Ideas Into Profit. Even Leading Marketing Organizations Prefer To Dwell On The Excitement And Thrill Of Invention, Rather Than On The Challenge Of Commercializing It. title page......Page 4 Publisher’s note......Page 5 Contents......Page 6 Innovative strategy......Page 10 Breakthroughs in value......Page 12 Market-led innovation......Page 16 THE COMMERCIAL VALUE OF IDEAS......Page 22 COMMERCIAL IDEAS:A NEW DEFINITION......Page 24 A CONVENTIONS-DRIVEN APPROACH TO COMPETITIVE ANALYSIS......Page 25 EVALUATING THE IDEA......Page 26 CHECKLIST:OUTSMARTING THE COMPETITION......Page 28 Designing better customer experiences......Page 30 Brainstorming......Page 31 Implementation......Page 32 SUMMARY......Page 33 Value propositions......Page 36 WHAT MAKES PRICING STRATEGIES COMPLEX?......Page 40 How active is your company?......Page 41 Where should strategic pricing levels be set?......Page 43 CONDITIONS FOR CLARITY AND CONTROL......Page 44 SUMMARY......Page 45 WHY INTELLECTUAL PROPERTY?......Page 48 PATENTS......Page 49 COPYRIGHT......Page 50 DOES THIS REALLY APPLY TO MY COMPANY?......Page 51 Raising funds......Page 52 Creative behaviour......Page 56 BAN THE WORD ‘INNOVATION ’ IN CREATIVE ENVIRONMENTS......Page 58 INTEGRATED ORGANIZATIONAL STRUCTURE......Page 59 MAXIMIZING THE ENVIRONMENT......Page 60 BE FREE,IN A STRUCTURED WAY......Page 61 Creative skills......Page 62 THE ANATOMY OF INNOVATION......Page 63 BREAKOUT CREATIVITY......Page 64 Use of creativity courses......Page 65 THE OUTCOME OF MENTORING......Page 66 RELEASING THE CREATIVITY OF WHOLE WORKFORCES......Page 67 ADVICE TO COMPANIES SEEKING TO INCREASE THEIR INNOVATIVE PERFORMANCE......Page 68 SELF-EXAMINATION FOR A HOLISTIC INNOVATION STRATEGY......Page 69 Products to fit customers......Page 72 SO HOW ARE WE DOING ON INSPIRING OUR PEOPLE?......Page 76 TRADITIONAL LEADERSHIP INNOVATION BLOCKERS......Page 77 Inspirational leaders listen a lot......Page 78 THE WAY FORWARD......Page 79 Teaming and networking......Page 82 FLEXIBILITY AND COMMUNICATION IN A VALUE WEB ARE DIRECTLY RELATED TO THE QUALITY OF INTERPERSONAL.........Page 83 EMPOWERMENT IS VITAL......Page 84 INCENTIVES AND MEASURES......Page 85 Space for innovation......Page 88 Accelerated solutions......Page 96 A VIRTUAL KNOWLEDGE ENVIRONMENT......Page 97 ACTIVATING PROCESSES......Page 98 Fast-tracking the commercialization of intellectual property......Page 100 SUMMARY......Page 103 Technology transfer......Page 106 TECHNOLOGY TRANSFER IN THE INNOVATION PROCESS......Page 107 TURNING IDEAS INTO BUSINESS......Page 108 Example 2:the DECK......Page 109 HOW DO WE DO IT?......Page 111 CONCLUSION......Page 112 INTRODUCTION......Page 114 WHAT ACTIVITIES QUALIFY AS R&D?......Page 115 VALUE OF THE INCENTIVES......Page 117 OPTIMIZING THE RELIEF......Page 118 SUMMARY......Page 119 Inventive marketing......Page 120 Markets planning......Page 122 MARKETS......Page 123 APPROACH......Page 125 SUSTAINABILITY......Page 127 START WITH THE RIGHT MINDSET......Page 130 TALK TO THE RIGHT PEOPLE......Page 131 DON ’T LEAVE IT TOO LATE......Page 132 WHAT IS INNOVATION?......Page 134 WHO ’S DOING IT WELL?......Page 135 SO WHAT?......Page 137 Creating difference, provoking reaction......Page 140 CREATING DIFFERENCE......Page 141 CHOOSING A DESIGN AGENCY......Page 142 Product launches......Page 144 Direct marketing goes interactive......Page 148 UNDERSTANDING CHANNELS IN RESPECT OF PRODUCT LAUNCHES......Page 150 Creative impact,relevance and reach......Page 151 Mail......Page 152 TV/iTV......Page 153 Radio/digital radio......Page 154 Websites......Page 155 E-mail......Page 156 Channel integration......Page 157 GETTING YOUR PROPOSITION RIGHT......Page 158 Multiple channels......Page 160 THE COMMUNICATIONS CHALLENGE......Page 161 WHO IS BEST PLACED TO OFFER MEDIA-NEUTRAL PLANNING ADVICE?......Page 163 Living innovation feedback form......Page 166 Index......Page 168 The literature of innovation is full of calls to become more creative and inspiring: but it has less to say on the reality of turning theory into practice and ideas into profit. Real breakthroughs depend on finding profitable applications for new ideas. The beneficiaries of countless innovations are often not the original inventors, but those who are better able to exploit potential. This book is designed to help innovators capture the full value of their creativity. It combines the experience of innovative companies with the expertise of academics and advisors, bringing together the best of current thinking and practice in innovation, strategy, marketing, design, intellectual property and finance "From Idea to Profit is designed to help innovators capture the full value of their creativity. With contributors including Capgemini's Innovation Centre, Euro RSCG, Saatchi & Saatchi and Interbrand, this book combines the experience of innovative companies with the expertise of academics and advisors, bringing together the best of current thinking and practice in innovation, strategy, marketing, design, intellectual property and finance."--Jacket In the 21st century, market competition is more cut-throat and fiercer than ever before, as new technologies, innovative business models and emerging market states in Asia assert themselves in the mainstream of world competitiveness.