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Improve Your Marketing to Grow Your Business: Insights and Innovation that Drive Business and Brand Growth by Jeff Saperstein, Hunter Hastings

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Chapter 7. Open Innovation and New Product Development Through Communities of Practice

• How can communities of practice help spur open innovation?

• How do communities of practice create an agile organizational culture?

• Why is generative change more sustainable than mechanistic change for organizational development?

New technologies have combined with new organizational paradigms to accelerate the speed and focus of innovation as a solution to customer needs. A new field of “open innovation” brings together communities of practice (COPs) to solve specific innovation problems, as discussed in Chapter 4, “Translating Insights into Innovation for Brand Financial Growth.” Marketing has become part of the COPs movement in developing open innovation ...

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