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Behind Closed Doors?. Edition No. 1

VDM Publishing House, May 2009, Pages: 84

In consumer product development, many leading
companies seem to have an innate understanding of how
to innovate from within, and therefore keep the
innovation efforts inside their walls. Other
companies succeed by involving outsiders - in the
form of innovation-for-hire specialty firms. Why is
this, and is it possible that companies relying on
outsiders can create the conditions necessary for
internal innovation? Is it even worth the effort?
This book explores the popular methods for achieving
product innovation by examining the leading
literature on the subject, as well as providing
insight from some of the top innovators working
today. The author also presents his own challenging
notions about why internal innovation persists, and
when innovation is better left to outside specialists.
The implications help to widen our understanding of
how innovation works, how to foster creativity, and
how to successfully bring a product to market. This
book is a must-read for management, marketing
professionals, and anyone who has ever wondered why
some teams create exceptional products and
others miss the mark.

Aaron, Wolpoff.
Aaron Wolpoff is a founder and Executive Vice President of
Saxony Creative Group, a boutique marketing and interactive media
agency located in Solana Beach, CA. He received his Masters of
Science in Marketing and Business from San Francisco State
University. Previous marketing experience includes work within
the financial and non-profit sectors.