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...