Starting from the increasing difficulties firms face to create new value for customers and achieve competitive advantage, this book proposes an innovative strategy to sustain innovation at the product level, based on the notion of tradition. Specifically, the authors argue that firms may successfully innovate, exploiting the whole set of competencies, knowledge, values and culture that characterize a specific firm, territory, and/or age. Analyzing several international case studies, this book clearly shows how tradition may be effectively used, allowing companies to create successful new products and how to profit from them. The book tackles the main issues and problems of a tradition-based innovation approach, tracing the patterns of how old and new knowledge can be combined.
Proposes a new strategic model for promoting and sustaining innovation at product level
Merges a theoretical perspective with actual cases
Develops a set of implications that allows managers and practitioners to implement an alternative approach to innovation
R&D Departments, NPD Departments, Managers, practitioners and academics dealing with innovation and new product development issues
Table of Contents
Re-thinking innovation approach; The meaning of tradition; A tradition-based innovation strategy; Case studies; Towards a new perspective of innovation.