Download or read book When Tradition Turns Into Innovation written by Antonio Petruzzelli and published by Elsevier. This book was released on 2014-03-14 with total page 152 pages. Available in PDF, EPUB and Kindle. Book excerpt: Starting from the increasing difficulties firms face to create new value for customers and achieve competitive advantage, this book proposes an innovative strategy to sustain innovation at the product level, based on the notion of tradition. Specifically, the authors argue that firms may successfully innovate, exploiting the whole set of competencies, knowledge, values and culture that characterize a specific firm, territory, and/or age. Analyzing several international case studies, this book clearly shows how tradition may be effectively used, allowing companies to create successful new products and how to profit from them. The book tackles the main issues and problems of a tradition-based innovation approach, tracing the patterns of how old and new knowledge can be combined. Proposes a new strategic model for promoting and sustaining innovation at product level Merges a theoretical perspective with actual cases Develops a set of implications that allows managers and practitioners to implement an alternative approach to innovation