"The textbook shows, in an impressive and clear way, the underlying factors regarding effective innovation, relevant in our modern fast changing technology-driven markets. Due to customers' increasing wishes and demands which result in ultra-short products lifecycles, we require new concepts in order to identify proper product innovation strategies that are capable of achieving sustainable competitive advantage.

This practical book is a valuable addition to the earlier published textbook and will challenge students to learn to address ' hidden' innovation dangers as well as to find new ways to innovate in practice. With the applied single-double-deutero loop learning concept, students are able to answer the question of how an organization can become a sustainable innovating organization." Gerard Willemsen, Quality Manager / Senior Development Engineer