RAINER HASENAUER, PhD, is Honorary Professor Marketing and Lecturer in Marketing of High-Tech Innovation and Technology at the Vienna University of Economics and Business, Austria. He is also a co-founder of the HiTec Marketing Research Association in Vienna and the Cross Border HiTec Center, for which he still serves as senior advisor. He has researched and published extensively in high-tech innovation and management, and serves on the advisory boards of numerous tech investment groups and start-up incubators.OLIVER YU, PhD, is Founder and CEO of a technology consulting firm and Executive-in-Residence at San Jose State University, USA. He has held senior positions at SRI International and Electric Power Research Institute, and served in leadership roles for both the IEEE Technology and Engineering Management Society and the International Society of Innovation Methods.

• About the Authors xiPreface xiiiAcknowledgments xiv1 Introduction and Overview 11.1 Innovation: A Simple Yet Comprehensive Definition 11.2 Special Importance of Intrapreneurship Management 31.3 Focus, Approaches, Emphases, Theme, and Major Contributions of the Book 41.4 Overview of Book Organization 62 The Internal Innovation or Intrapreneurship Process 132.1 The Internal Innovation Process as an Interactive System 132.2 Major Innovation Participants of Intrapreneurship 152.3 A Common Investment Perspective of All Innovation Participants 162.4 Specific Applications of the Investment Perspective 182.5 Alignment of Individual Investment Perspectives for Innovation Implementation 212.6 Generic Challenges to Intrapreneurship Caused by a Lack of Alignment of Investment Perspectives 212.7 Major Changes in the Business and Natural Environment and Special Challenges to Intrapreneurship in the 21st Century 232.8 Key Elements of Intrapreneurship Management 263 Understanding Human Needs and Wants as Driving Forces of Intrapreneurship 313.1 Overview of Human Needs and Wants 313.2 General Observations of Human Needs and Wants 353.3 Major Factors Influencing the Intensity of Needs and Wants 383.4 Special Applications to Intrapreneurship 393.5 Graphical Representations of Human Needs and Wants: The Maslow Hierarchical Model and a New Perspective 413.6 Application to Intrapreneurship Management: An Integrated Value Framework for Both the Individual and the Organization 484 A Unified Approach to Innovation Marketing with Applications to Organization Readiness in Intrapreneurship Management 534.1 A Broad Definition and a Supply and Demand Perspective of Innovation Marketing 544.2 A Unified Approach to Innovation Marketing 554.3 Application of the Unified Approach to Innovation Marketing in Intrapreneurship: Organization Readiness Assessment 615 Applying the Unified Approach of Innovation Marketing to External Adopter for Market Readiness Assessment 795.1 Interaction Between Market Readiness and Technology Readiness 795.2 Major Considerations of Marketing to External Adopter 825.3 Market Readiness 865.4 Development of Market Readiness Indicators 936 Innovative Product Development: Creative Problem-Solving and Technology Readiness Assessment 996.1 Introduction 996.2 Main Barriers to Continued Development of Creativity 1006.3 Creative Problem-Solving as a Trainable Skill 1026.4 General Approaches and Tools for Creative Problem-Solving 1036.5 Team-Based Creative Problem-Solving Approach by the Enneagram (Based on contributions by Matt Schlegel) 1076.6 Systematic Approach for Creative Problem-Solving as Represented by TRIZ (Based on contributions by D. Daniel Sheu) 1136.7 Exploring Nescience for Creative Problem-Solving 1196.8 Artificial Intelligence and Creative Problem-Solving 1226.9 Innovative Product Development and Technology Readiness Assessment 1237 Intrapreneurship Readiness Assessment: Methodology 1317.1 General Methodological Approach for Readiness Assessment 1317.2 Organization Readiness 1347.3 Market Readiness 1377.4 Technology Readiness 1437.5 Special Application of the Readiness Assessment Process 1528 Intrapreneurship Readiness Assessment: Software Outline 1558.1 Overall Structure and Key Functions 1558.2 User Interface 1589 Summary and Outlook 1739.1 Overall Summary 1739.2 Future Outlook and Potential Research Areas 175Appendix A Case Studies of Innovative Companies 177Appendix B Selected Cases for Innovation Project Readiness Assessment 191Index 207