The hands on guide for fostering relentless innovation within your company, Gerard Tellis, a noted expert on innovation, advertising and global markets, makes the compelling case that the culture of a firm is the crucial driver of an organization's innovativeness. In this groundbreaking book he describes the three traits and three practices necessary to create a culture of relentless innovation. Organizations must be willing to cannibalize successful products, embrace risk and focus on the future.
• Figures and Tables
• Why Incumbents Fail
• Willingness to Cannibalize Successful Products
• Embracing Risk
• Focusing on the Future
• Incentives for Enterprise
• Fostering Internal Markets
• Empowering Innovation Champions
• Culture versus Alternate Theories: Arguments and Evidence
Gerard J. Tellis is Professor of Marketing, Management and Organization, Neely Chair of American Enterprise, and Director of the Center for Global Innovation, at the USC Marshall School of Business. Dr. Tellis is an expert in innovation, advertising, global market entry, new product growth, quality and pricing.