NEW BOOK: The Fast Path to Corporate Growth

A new book by business school professor Marc Meyer offers a new framework to enable large corporations to generate internal innovation by developing new product lines that address new market applications and generate new revenue streams for these companies. Prof. Meyer’s new book, The Fast Path to Corporate Growth, presents examples a global companies such as Honda, IBM and Master Foods, that have put this framework to use. Below is more information about this book.

THE FAST PATH TO CORPORATE GROWTH
Leveraging Knowledge and Technologies to New Market Applications
Marc H. Meyer

Every company understands the importance of growth. Yet, few successfully craft and
implement long-term growth strategies; instead, they spend their time on incremental innovation or rely on acquisitions. Still, organic, internal growth, accomplished through product
line renewal and new service development, is essential to the long-term vitality of corporations
across all industries.

The Fast Path to Growth takes on the challenge that large corporations face in generating
internal innovation: developing new product lines that address new market applications and
provide the corporation with new streams of revenue. The development framework that
Meyer offers to address this challenge integrates the key disciplines—new product strategy,
user research, concept development and prototyping, market testing, and business modeling—
needed for enterprise growth.

The book illustrates this integrated framework with in-depth examples of companies that
have generated impressive results by leveraging their core technologies to new markets and
new uses. These include IBM, Honda, and Mars. Many examples contain actionable templates
that readers can use in their own projects. The book also addresses the human side of
new market applications, providing advice on what executives and innovation team leaders
must do to execute the steps of Meyer’s development framework.

Marc H. Meyer is Matthews Distinguished University Professor and Department Chair, Entrepreneurship and Innovation Group of the College of Business at Northeastern University. He is also a Visiting Scientist in the Engineering Systems Division at MIT.