Making Innovation Last: Volume 2 Sustainable Strategies for Long Ter
Making Innovation Last considers the long term success of a firm. Authored by a trio of top international scholars who present pioneering new work on what it takes to create long term growth, the book examines the internal conditions that are likely to en
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Making Innovation Last: Volume 2 Sustainable Strategies for Long Term Growth Hubert Gatignon INSEAD, Sorbonne Universités, France
David Gotteland Grenoble Ecole de Management, France
Christophe Haon Grenoble Ecole de Management, France
© Hubert Gatignon, David Gotteland and Christophe Haon 2016 Foreword © Thomas S. Robertson 2016 Softcover reprint of the hardcover 1st edition 2016 978-1-137-57263-9 All rights reserved. No reproduction, copy or transmission of this publication may be made without written permission. No portion of this publication may be reproduced, copied or transmitted save with written permission or in accordance with the provisions of the Copyright, Designs and Patents Act 1988, or under the terms of any licence permitting limited copying issued by the Copyright Licensing Agency, Saffron House, 6-10 Kirby Street, London EC1N 8TS. Any person who does any unauthorized act in relation to this publication may be liable to criminal prosecution and civil claims for damages. The authors have asserted their rights to be identified as the authors of this work in accordance with the Copyright, Designs and Patents Act 1988. First published 2016 by PALGRAVE MACMILLAN Palgrave Macmillan in the UK is an imprint of Macmillan Publishers Limited, registered in England, company number 785998, of Houndmills, Basingstoke, Hampshire RG21 6XS. Palgrave Macmillan in the US is a division of St Martin’s Press LLC, 175 Fifth Avenue, New York, NY 10010. Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world. Palgrave® and Macmillan® are registered trademarks in the United States, the United Kingdom, Europe and other countries. ISBN 978-1-349-56543-6 ISBN 978-1-137-57264-6 (eBook) DOI 10.1007/978-1-137-57264-6 This book is printed on paper suitable for recycling and made from fully managed and sustained forest sources. Logging, pulping and manufacturing processes are expected to conform to the environmental regulations of the country of origin. A catalogue record for this book is available from the British Library. Library of Congress Cataloging-in-Publication Data Gatignon, Hubert, author. Making innovation last : sustainable strategies for long term growth / Hubert Gatignon, David Gotteland, Christophe Haon. volumes cm 1. Technological innovations—Management. 2. New products. 3. Creative ability in business. I. Gotteland, David, 1975– author. II. Haon, Christophe, 1972– author. III. Title. HD45.G35 2015 658.4’063—dc23 2015026452
To Erin’s memory – HG To Gaspard, Firmin, and Emma – DG To Isabelle, Louis, and Elise – CH
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Contents List of Tables
viii
List of Figures
xii
Foreword Thomas S. Robertson
xv
Preface
Part III
xviii
Organizational Processes for Innovations
1
7
New Product Teams
8
Getting the Customer Involved
49
9
Fostering Creativity in the Organization
99
10
Concept Development
Part IV
Launching Innovations in the Market
3
175
209
11
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