New products and new business development require innovative, creative marketing solutions in order to successfully differentiate them from competing products in the marketplace. This important book explores and elucidates the essence of creativity, with an emphasis on how to proceed with R&D...

Key Features:Presents a well-researched account of how to design, develop, manage and evaluate various development projects successfully, from the R&D stage to commercializationIncludes attractive case studies like "Healthy Tea™" developed by Japan Coca Cola, Inc., "Teach Me Electronic...