Edited by one of the world's leading authorities in the area, New Product and Services Development , a four-volume set, is arranged so as to emphasize the different perspectives on the development of new products and services, ranging from the characteristics of intervention through the lens of different business functions, to organizational culture, strategy and marketing. Volume 1: Innovating New Products and Services: The Dimensions of Innovations Volume 2: Orienting the Firm for Promoting Innovations: The Dimensions of Innovations Volume 3: Organizing to Innovate: Adapting the Firm to Innovate Volume 4: Launching New Products and Services: Marketing Innovations Effectively