Innovation is a responsibility normally assigned to R&D departments but this is not enough. Companies need a systematic framework so innovation can occur at different levels of the organization. The world's leading expert in marketing and innovation Philip Kotler, and Fernando Trias de Bes together present a revolutionary model for innovation

• Entrepreneurial barriers to innovation
• Overall picture of the A-to-F model
• Activators
• Browsers
• Creators
• Developers
• Executors
• Facilitators
• The advantages of designing innovation processes with the A-to-F model
• Planning innovation
• Metrics
• How to foster a creative culture
• Incentive and rewards