From Imagination to Innovation New Product Development for Quality o
It is impossible to measure the full economic and psychological benefits of the sewing machine, the polio vaccine, or the Internet. What we know is that these products have changed our lives for the better, generating net benefits well beyond the metric o
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A. Coskun Samli
From Imagination to Innovation New Product Development for Quality of Life
A. Coskun Samli Coggin College of Business University of North Florida Jacksonville, FL USA [email protected]
ISBN 978-1-4614-0853-6 e-ISBN 978-1-4614-0854-3 DOI 10.1007/978-1-4614-0854-3 Springer New York Dordrecht Heidelberg London Library of Congress Control Number: 2011934682 © Springer Science+Business Media, LLC 2011 All rights reserved. This work may not be translated or copied in whole or in part without the written permission of the publisher (Springer Science+Business Media, LLC, 233 Spring Street, New York, NY 10013, USA), except for brief excerpts in connection with reviews or scholarly analysis. Use in connection with any form of information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed is forbidden. The use in this publication of trade names, trademarks, service marks, and similar terms, even if they are not identified as such, is not to be taken as an expression of opinion as to whether or not they are subject to proprietary rights. Printed on acid-free paper Springer is part of Springer Science+Business Media (www.springer.com)
This book is dedicated to innovators throughout the world. Your work will make our lives better and happier.
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Preface
Marketing is generating and delivering an improved quality of life by providing innovations that are successfully developed and disseminated. Managing the dissemination of a product should not be taken as a given. Many years ago I had a little company with two patented innovations. We thought such good products will catch the attention of the market immediately. How wrong we were. Those products never hit the market. So, innovations must be disseminated effectively, which requires careful planning. It is impossible to measure the economic and psychological benefits of previous innovations such as the sewing machine, the polio vaccine, or the Internet. What we know is that these innovations have changed our lives as they generated considerable return to the companies that developed the products associated with them. But it is extremely important that such new products and services emerge continually in domestic and global markets and that they improve the prevailing quality of life for everyone around the world. This requires a governmental and global focus on innovation. Unfortunately, too many countries spend much more money on military activities than on innovations. Does this mean we prefer misery and death over happiness and a better quality of life? It is unfortunate that the answer may be yes. Let us establish as fact that the world needs more innovations and breakthroughs so that the next generation will be better off than the current generation. Without a global innovation culture, we are likely to face a deteriorating quality of life and we may even destroy ourselves. If we were to develop a global innovation culture, we would need to e
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