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The last years have been characterized by a strong shift in the different creative processes adopted by firms to propose new products on the market. The latest technological convergence phenomenon has brought incremental features and adds-on to be between the most utilized techniques expecially in the consumer electronics world; however, they have not always proven to be the right intuition. To what extent should R&D drive innovation to market? Is there a role of marketing to play to guide the innovation process and make the product hit the market? This book, tackles these questions and tries to offer useful insights via the investigation of the story behind the GPS camera phone or - as we call them nowadays - smartphones.