Innovation is the key to success in any business, and is the only way to surpass competition. An innovative concept can lead to the development of a new product. This comprehensive book explains how an innovative idea or a concept, if executed properly, can create the best product in the market.

The book presents a framework for a new product development, laying emphasis on generic concepts and processes, which are useful and profitable for small and large organizations including the multinationals. The book highlights the innovation theories that are helping service sector companies to prosper and excel in their fields. It also provides a mathematical formula for students to calculate sales-estimation of first-time-sales of a new product. The Ten Case Studies on real-life products from the Indian market enrich the text and enable students to fully understand innovative techniques that help increase the potential and market value of an established product.

Key Features :

Gives a number of examples to illustrate the concepts discussed in the text.

Incorporates several illustrative figures, tables, and boxes to make the learning process more accessible.

Provides well-graded chapter-end exercises to test students’ comprehension of the subject.

Primarily designed as a textbook for the postgraduate students of management, this book will also be useful to the management professionals as a reference. About the AuthorMUKESH CHATURVEDI (M.M.S., Ph.D., BITS Pilani) is ECE Chair Professor, Birla Institute of Management Technology (BIM-Tech.), Greater Noida (U.P.). An alumnus of the prestigious International Visitor Program of USIA, Washington, D.C., Professor Chaturvedi has presented/published a number of research papers in journals and international and national conferences. His research areas include business communications, customer relationship, direct marketing, and sales management. |ASEEM KUMAR (MBA, Marketing) is Assistant Director, Centre for Management Development, All India Management Association. Professor Kumar has authored two books: Global Marketing and Export and Import Management. |MANMOHAN RAHUL (Ph.D.) is Associate Professor, Department of Management, Ansal Institute of Technology, Gurgaon (Haryana). Dr. Rahul has also worked with Amity Business School, Noida. His areas of interest include general management, international business, production and operations management, and quantitative techniques for management.