Handbook of Research on New Product Development
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Handbook of Research on New Product Development

Edited by Peter N. Golder and Debanjan Mitra

New products are the major driver of revenue growth in today's dynamic business environment. In this Handbook, the world's foremost experts on new product development bring together the latest thinking on this vitally important topic. These thought-leading authors organize knowledge into useful and insightful frameworks covering all aspects of new product development: companies, collaborators, customers, context, markets, and performance. Managers will benefit from the handbook by expanding their knowledge of new product development and researchers will learn about opportunities to continue expanding on this body of knowledge.
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Chapter 3: The what, who and how of innovation generation

Elio Keko, Gert Jan Prevo and Stefan Stremersch


Innovation generation is a top priority for firms, but can be hard to navigate. As a consequence, some managers find it difficult to assess the many ways in which their firm can innovate. To help managers on their journey, this chapter provides an overview of the types of innovation that exist (the “what” of innovation), the primary sources which generate innovation inside and outside the firm (the “who” of innovation), and the process the firm may use to generate innovation (the “how” of innovation). The authors synthesize prior work, both academic and managerial, on innovation generation and incorporate many illustrations from both startups and multinationals. In this manner, this chapter provides a rich assortment of innovation generation options for managers to consider as they seek to increase the innovation generation potential of their firm.

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