• Palgrave Macmillan
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Fernando Trías de Bes

FERNANDO TRÍAS DE BES is an Economist with an MBA from ESADE as well as the University of Michigan. Since 1992, he has been working as an Associate Professor of the Marketing Management Department at ESADE Business School in Barcelona, Spain. He is the founder of Salvetti & Llombart, a consulting firm specialized in Innovation and Market Research. He is a co-author of Lateral Marketing: New Techniques for Finding Breakthrough Ideas, along with Philip Kotler, and co-author of Luck, Creating the Conditions for Success in Life and Business with Alex Rovira.


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Winning at Innovation
The A-to-F Model

Palgrave Macmillan
Innovation is a priority for many organizations who want to grow and develop in the post-recession economies. Companies need a systematic framework so...
Fernando Trías de Bes

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