Brand New: Solving the Innovation Paradox -- How Great Brands Invent and Launch New Products, Services, and Business Models

It is one thing to have a well-defined process for introducing new produce efficiently; it is quite another to make that process a reality. Far too often, it is the inability to execute the new product strategy that leads to a worthy product failing in the marketplace. To make sure that does not happen, Maddock and Brown spend a substantial amount of time explaining how readers can execute the things they have told them. After working with scores of clients and interviewing literally thousands of marketing executives from leading companies, they have developed an over-arching strategy on how to create and introduce new products effectively—and with a far greater rate success. Each phase of that process (Phase 1: Generation, Phase 2: Staging, and Phase 3: Implementation) will be introduced and explained so that readers can put theory into practice at their own companies.