Innovation marketing

Main reading material
Frugal Innovation: How to do more with less, , Navi Radjou and Jaideep Prabhu, The Economist Books, 2015, 2016 - Navi Radjou is a Silicon Valley based innovation and leadership thinker, fellow at Cambridge Judge Business School - Jaideep Prabhu is Professor of Marketing and Jawaharlal Nehru Professor of Indian Business at Judge Business School, University of Cambridge. Reinventing the Product, Eric Shaeffer and David Sovie, Accenture, 2019 - Eric Schaeffer is a Senior Managing Director at Accenture, focused on helping industrial organizations harness connected innovation to digitally transform their business for growth - David Sovie is a Senior Managing Director at Accenture and the Global Lead for High Tech Industry. He focuses on shaping and executing large-scale digital transformation and business reinvention programs. Subscribed – Why the Subscription Model Will Be your Company’s Future – and What to Do About It, Tien Tzuo, Founder and CEO of Zuora, former Strategy Director of Salesforce Inc. Tien Tzuo presenting the subscription economy : https://www.youtube.com/watch?v=80_PhJE6rUo Driving Digital Strategy, Sunil Gupta, Harvard Business Review Press, 2018 - Professor Sunil Gupta is the Edward W. Carter Professor of Business Administration and co-chair of the executive program on Driving Digital Strategy at Harvard Business School. He served as the head of the Marketing Unit from 2008-2013 and was the Chair of the General Management Program from 2013-2019. Escape Velocity,, Geoffrey A. Moore, Harper Collins Books 2011 Crossing The Chasm, Geoffrey, A. Moore, Harper Collins Books 2013 The Lean Startup, Eric Ries, Portfolio Penguin, 2011 - Eric Ries, after graduating for Yale University, moved to Silicon Valley in 2001 as a software engineer with There, Inc.[1] He worked with the firm until the 2003 launch of its web-based 3D Virtual World product, There.com.[1] The company soon failed. - The Three Box Solution, Vijay Govindarajan, Harvard Business Review Press, 2016 - Vijay Govindarajan (born 18 November 1949), popularly known as VG, is the Coxe Distinguished Professor (a Dartmouth-wide chair) at Dartmouth College's Tuck School of Business and Marvin Bower Fellow, 2015–16 at Harvard Business School. He worked as General Electric's first chief innovation consultant and professor in residence from 2008–10. He is a New York Times and Wall Street Journal best-selling author and a two-time winner of the prestigious McKinsey Award for the best article published in Harvard Business Review. Value Proposition Design, Alex Osterwalder, Yves Pigneur, Greg Bernarda, Alan Smith, John Wiley & Sons, 2014 BLUE OCEAN STRATEGY : How to Create Uncontested Market Space and Make the Competition Irrelevant W. Chan Kim and Renee Mauborgne PLATFORM REVOLUTION , Geoffrey Parker is a Professor of Engineering at Dartmouth College and Faculty Fellow at the Massachusetts Institute of Technology (MIT) Center for Digital Business. For more on this author watch this video : https://www.youtube.com/watch?v=fIgq6vaN3O0

Additional literature
No reading material has been provided.