Effective innovations don’t fall out of the sky or appear as a light bulb over your head. They take hard work and patience, and require you follow the right steps for success. In this engaging text, executive and business school professor Lorraine Marchand offers expert insights into how to hone the innovation mind-set. Learn how to recognize a good idea, create a business plan and source funding to bring your product or service to market. Marchand emphasizes the importance of customer feedback and market research in creating products people actually want, and offers a host of real-life examples.
About the Author
Lorraine Marchand is Executive Managing Director of Enterprise Solutions and Strategic Partnerships at Merative. She is co-founder of four start-ups and an adjunct professor of management at Columbia Business School.
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