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What sounds like a New Age approach to public relations is in fact a bona fide approach to sustainable innovation, and researchers Fenn and Raskino promote a framework that will enable companies (and their heads of marketing/research and development) to determine and support the success of new products and services. One of the most telling examples early on is the contrast between British supermarket retailers Safeway and Tesco in the debut of customer-loyalty cards: the former, abandoning it after four or so years; the latter, changing its approach to business based on the card’s data—and, by the way, realizing significant growth. Part of the success, underscore the authors, lies in the company’s perseverance to an idea with merit; other contributing factors include attention to performance, internal integration, a focus on ROI, and the concept’s market penetration. Yet the most telling form of successful innovation relies on adopting the “street” approach—Scope, Track, Rank, Evaluate, Evangelize, Transfer—a way of business life best epitomized by Wal-Mart’s dedication to operational efficiencies and Nike’s design excellence. --Barbara Jacobs
A standard for us to give to our clients and a terrific analyst!Published 5 months ago by Jo Hooper
It is useful. A lot of people talk about the hype cycle without fully understanding its implications, how to interpret it, or how to take action based in the information it... Read morePublished 12 months ago by Jonathan Núñez
Jackie Fenn's development of the "Hype Cycle" is certainly something that draws attention each year the updated cycle is published. Read morePublished 15 months ago by Ray
The language of the book is very boring
Very low content.
Waste of time and money.
DONT recommend this book
Everybody's talking about it - the next best thing that's going to reorder industries, catapult early adopters to the top and make millions for those on the ground floor. Read morePublished on May 28, 2012 by Rolf Dobelli