Innovation: the key to growth

In this introduction to Admap's focus on innovation, Roderick White looks at the changes in NPD (new product development) over the last 30 years.

Innovation: The Key to Growth

Roderick White

Over 30 years ago, I wrote a book entitled Consumer Product Development (1) at a time when I was running a new product and marketing consultancy. The book wasn't especially innovative, because it reflected activities we were routinely undertaking for our clients. The worrying thing is how little has changed since then.

In spite of improved and refined research techniques, the aid of computers to organise and schedule activities and analyse forecasts of trial and so on, and the development of some thinking both on how to generate ideas and how...

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