Introduction

This introduction presents an overview of key concepts discussed in the subsequent chapters of this book. The book presents the creation of new products and services. It presents physical products such as an Apple iPhone or Campbell Soup, but also the services such as digital training concepts and new health-care services. The book offers a practical approach with which managers, innovation specialists and co-workers can develop attractive new product ideas themselves. It provides attractive ideas for the market and the company for which there is internal support and with which the innovation process can be filled in order to bring it to successful introduction onto the market as soon as possible. In this way organisations can grow in terms of their sales, profit, market shares, customer-satisfaction and especially pride, because they have introduced something new to the market successfully. Really new products and services are scarce, yet the need for them in large organisations is huge.