?In this broad overview of operating an organization, Oden seems to tackle every conceivable management issue. The book's major focus is on fostering innovation and helping intrapreneurs develop their skills in the complex process of bringing a product to the marketplace. Topics covered by Oden include the corporate innovative process, the value of mission statements, developing strategic tools such as SWOT (strengths, weaknesses, opportunities, and threats), product and process design, and launching new products. This publication has much advice and caution for anyone trying to mass produce products and ideas. The truth is, even McDonald's is having a difficult time managing its corporate culture; so innovators might be wise to read some of Oden's ideas, which have been crafted from many years of experience as a product manager. The book covers such a broad range of products that everyone can find something of interest. A good acquisition for undergraduate, graduate, and professional library collections.?-Choice
This work identifies three essential elements for corporate success in the competitive global marketplace—culture, innovation, and intrapreneurship—and describes ways in which companies can encourage and develop them.