Understanding innovation from cradle to grave / Brian Cumming -- Market orientation for superior competitiveness / Sattam Alshammri -- Idea generation: creative problem-solving and innovation / Richard Duggan -- Innovation by design / Myfanwy Trueman -- Bringing in and focusing on customer true needs / D.M. Ginn -- Project management and modern tools of innovation / Mohamed Zairi and Pervaiz Ahmed -- Total supply chain management for innovation / Mohamed Zairi -- Customer management and development in retailing / Patrick Allen -- Auditing innovation through effective performance management / Mohamed Zairi -- Being a world-class organization - what does it mean? / Kate Blackmon, Phil Hanson, Chris Voss and Frances Wilson -- Sustaining a culture of discontinuous innovation / Pervaiz Ahmed