TITLE

Defining innovation

AUTHOR(S)
Liddell, Devin
PUB. DATE
December 2003
SOURCE
Brand Strategy;Dec/Jan2004, Issue 178, p30
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Focuses on the approaches of American companies toward innovation. Focus on unmet customer needs by companies with external stance on innovation; Influence of approaches to innovation on marketing strategies; Promotion of unique design aesthetic by companies with an inward focus on innovation.
ACCESSION #
11630502

 

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