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
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.