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Frontiers in Product Innovation Strategy

Predicting Market Outcomes and Creating Winning Products for a People and Planet-friendly Future

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  • © 2023


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Part of the book series: Business Guides on the Go (BUGO)

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About this book

The book shares a cutting-edge approach to innovation strategies and product innovation by showing how advances in management and science can now help explain and predict innovation response and market outcomes across industries (health, cosmetics, food, leisure, insurance, automotive). A comprehensive review of the latest breakthroughs - from behavioral science to sustainable practices - sheds a new light on product innovation management allowing brands and teams to develop daring yet low-risk innovation strategies, while increasing their positive impact on people and planet.

Readers will particularly benefit from the self-paced online video-based learning modules provided with the innovative Book+Course format.

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Table of contents (6 chapters)


“This book perfectly conveys Professor Diana Derval's inspiring and disruptive research focused on helping companies identify game-changing assets to support sustainable product innovation strategies.  I’ve had the opportunity to work with Diana on several occasions on product innovation and product portfolio optimization. Diana’s unique skill set and adaptive mindset, focusing not only on personas and consumer needs, but also on a wide range of multi-dimensional and multi-cultural insights validated by scientific predictions, make her book and course a must for anyone looking for innovative and sustainable ways to disrupt their business. A fascinating read!” (Christel Poncin, Category & Revenue Growth Director at Paulig)

“Very good material for MBA and executive education participants interested in adaptative management, planet-friendly solutions and the application of biomimicry to genuinely ethical and innovative product strategies. I personally very much appreciatedthe structure and format of the content illustrated with plenty of examples and testimonials from innovative industry leaders, short and captivating videos, hands-on learnings, and growth hacking cases.” (Marie Khayat, Senior Lecturer in Ethical Marketing and Employer Branding, ESSEC Business School & Executive Education programs)

“Frontiers in Product Innovation Strategy provides a great framework to understand how brands can innovate on various levels from products to overall identity. And this explained with real case study examples from successful brands makes it very practical. What I found particularly thought-provoking is how the ‘delivering people and planet-friendly solutions’ part sheds light on the fact that making sustainable solutions and conscious choices over quick wins is the way brands should move forward. Along with this, analyzing the impact and adapting at different stages will help brands develop sustainable growth strategies. Insights like these are whatmake Frontiers in Product Innovation Strategy really compelling. (Ayush Singh, Brand Design & Communications, MUD Jeans, B Corp - Best for the world in Environment)

Authors and Affiliations

  • DervalResearch, Tallinn, Estonia

    Diana Derval

About the author

Diana Derval, Ph.D., EMBA, Chair of DervalResearch, is a pioneer in decoding human behavior and preferences with biosciences. Prof. Derval is a Member of the Society for Behavioral Neuroendocrinology, and on the Jury for the CES Asia Innovation Awards. Diana is the patented inventor of the Hormonal Quotient® (HQ) nominated for the Edison Awards and the creator of the Derval Color Test® taken by over 10 million people around the world. A Harvard Business Review contributor, and finalist of the Berry-AMA Prize for most innovative marketing book with “The Right Sensory Mix” (Springer), Diana turns fascinating neuroscientific breakthroughs into powerful business frameworks and helped Fortune 500 firms including Sephora, Michelin, Sofitel, Philips, and L’Oréal accelerate their development with a focus on people and planet-friendly products and experiences. An Honorary Adjunct Professor at Donghua University (Shanghai, China), Diana Derval is regularly featured in the media, conferences (TEDx Talks, IFA, CES), and corporate seminars, and is known for delivering memorable MasterClasses. Diana’s favorite topics are Senses and Sensors, Hormones and Behavior, and anything that touches on Innovation.

Bibliographic Information

  • Book Title: Frontiers in Product Innovation Strategy

  • Book Subtitle: Predicting Market Outcomes and Creating Winning Products for a People and Planet-friendly Future

  • Authors: Diana Derval

  • Series Title: Business Guides on the Go

  • DOI:

  • Publisher: Springer Cham

  • eBook Packages: Business and Management, Business and Management (R0)

  • Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2023

  • Hardcover ISBN: 978-3-031-25822-0Published: 25 May 2023

  • eBook ISBN: 978-3-031-25823-7Published: 24 May 2023

  • Series ISSN: 2731-4758

  • Series E-ISSN: 2731-4766

  • Edition Number: 1

  • Number of Pages: XXIV, 118

  • Number of Illustrations: 36 illustrations in colour

  • Topics: Marketing, Industrial Design, Consumer Behavior

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