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Unrelenting Innovation: How to Build A Culture for Market Dominance

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• Figures and Tables

• Foreword

• 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

• Notes

• Bibliography

• Acknowledgments



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.



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