(chapter in book is indicated)
| 1.1 Whirlpool Reinvents Itself | 9 |
| 1.2 IBM Transforms Itself Into a Champion of Big Emerging Ideas | 14 |
| 2.1 Surprise Attack by Brise One Touch | 43 |
| 2.2 The Sony Transistor Radio | 45 |
| 2.3 New Business Modell: Zara “Cheap Chic – Fast Fashion | 46 |
| 3.1 The Transformation of P&G Into a Serial Innovator | 69 |
| 3.2 Microsoft: Successful Entry in Game Consoles | 76 |
| 4.1 Innovation Culture à la Google | 103 |
| 4.2 Excuse me: General Electric? | 111 |
| 5.1 Nescafé Nespresso`s Long Way to Success | 129 |
| 5.2 Innovation Machine Toyota: Nothing is Impossible | 135 |
| 6.1 The Birth of Crest Whitestrips | 167 |
| 6.2 P&G vs. SC Johnson in the Duster Market | 173 |
| 6.3 BMW Is a Master of Idea Sourcing | 175 |
| 7.1 Customer Obsession at Amazon | 207 |
| 7.2 The “Sweet Spot” of Drano Power Gel | 211 |
| 8.1 Apple´s Rebirth: the iPod, iPhone, iPad | 227 |
| 8.2 “Big Idea” Brise One Touch | 233 |
| 9.1 Can Pfizer Prevent the Sales Decline? | 247 |
| 10.1 The Innovation Fountain 3M | 261 |
| 10.2 The IBM-Sony-Toshiba “Cell” Team | 264 |
| 11.1 Samsung Proclaims Design and Other Revolutions | 299 |
| 11.2 Hyundai: Ready to Play the Pioneer? | 306 |
| 12.1 P&G´s “Organization 2005” | 323 |
| 12.2 SAP Spreads Its Innovation Management Globally | 327 |
