Although the US has committed itself to innovation in terms of products and services to the point of outright hysteria, Hodock (marketing, Berkeley College, etc.) points out that about 90 percent of innovation initiatives fail to achieve their financial targets. He finds that too many companies make significant mistakes in judging markets, positioning products, delivering products that are dead on arrival, assessing the competition, establishing realistic budgets and timing, and believing false marketing intelligence. He provides some ways to identify and correct these and other common mistakes. Particularly interesting is his commentary on how corporations and MBA programs interact. Annotation ©2008 Book News, Inc., Portland, OR (booknews.com)