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Kellogg on Branding: By the Marketing Faculty of the Kellogg School of Management by Alice M. Tybout and Tim Calkins (eds.)
Author(s) -
Castellion George
Publication year - 2007
Publication title -
journal of product innovation management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.646
H-Index - 144
eISSN - 1540-5885
pISSN - 0737-6782
DOI - 10.1111/j.1540-5885.2007.00243.x
Subject(s) - product (mathematics) , purchasing , function (biology) , new product development , marketing , quality (philosophy) , reading (process) , business , management , economics , political science , philosophy , geometry , mathematics , epistemology , evolutionary biology , law , biology
These reviews are intended to help you reach a decision about purchasing or reading a book. But more importantly, they are meant to bring to your attention notable contemporary topics related to product innovation. The review here of The Change Function illustrates this point well. According to Amazon.com sales rankings (on August 23, 2006), this book is more popular than any we have reviewed in the past year—including Geoffrey A. Moore's Dealing with Darwin: How Great Companies Innovate at Every Phase of Their Evolution (Penguin, 2005). Yet the reviewer points out some critical weaknesses in The Change Function's treatment of truly innovative products. Just because a book is popular with a general business audience does not mean that it is adequate for new product professionals. Should you decide to read it, we hope that our review helps you, as a product developer, to get more out of it. Books reviewed in this issue:▪ Kellogg on Branding: By the Marketing Faculty of the Kellogg School of Management▪ The Change Function: Why Some Technologies Take Off while Others Crash and Burn▪ Product Innovation: Leading Change through Integrated Product Development▪ Quality Management System Handbook for Product Development Companies