Catalysts for Change: Concepts and Principles for Enabling Innovation Hardcover - 1993 - 1st Edition

From the jacket flap

In his very well received Design for Success, William B. Rouse detailed a methodological framework for the human-centered design of complex technological systems. In Strategies for Innovation he developed a similar methodology for business planning and market development. Now, in Catalysts for Change, the third and final volume in William Rouse's groundbreaking series, he presents a model for addressing the complex and volatile world in which the well-planned enterprise tries to sell its well-designed products. In the global marketplace, each separate market represents a different culture -- corporate, national, ethnic, or institutional. The ability to recognize, understand, and adapt to diversity in the marketplace is a distinct competitive advantage. Using his simple yet incisive Needs-Beliefs-Perceptions Model (NBP). Rouse examines numerous situations, both domestic and international, to which companies must adapt in order to remain competitive, and he offers precise guidelines on dealing with them. Key topics discussed include:

• Adapting to cultural and religious differences
• Differences among scientific disciplines
• Marketing and sales of software products
• Adapting defense technology to civilian applications
• Changing from service to product markets
• Changing from defense to nondefense markets
• Environment vs. economy disputes
• Trade disputes
• Political conflicts