Managing innovation is like competing in an Olympic Pentathlon-excellent performance in one sport will not win you the medal. Top performance in five key areas-ideation, prioritization, implementation, strategy, and people and organization-is essential to success in today's ever-changing business landscape. The 4th edition of Goffin and Mitchell's well-loved textbook is the go-to resource for students determined to understand the complex field of innovation management. Structured around the authors' original Innovation Pentathlon framework, the textbook covers not only what innovation is, but why it is important and how it can be managed. Built upon the authors' extensive experience in teaching, research, consultancy and industry, and with case studies covering companies from Tetley Tea to Singapore Airlines, this textbook is a vital resource for students aiming to succeed in both their academic and professional lives.

Structured around the authors' unique Innovation Pentathlon framework, this textbook is the go-to resource for students determined to understand the complex field of innovation management in today's ever-changing world.

About the Author
Keith Goffin is Professor of Innovation and New Product Development at Cranfield School of Management, UK. Rick Mitchell is Visiting Professor of Innovation Management at Cranfield School of Management, UK, and RAE Visiting Professor of Innovation in the Engineering Department at Cambridge University, UK.


Book Information
ISBN 9781350337961
Author Keith Goffin
Format Paperback
Page Count 496
Imprint Bloomsbury Academic
Publisher Bloomsbury Publishing PLC