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Informationen zum Autor Gerard J. Tellis is a professor of marketing, management, and organization, Neely Chair of American Enterprise, and director of the Center for Global Innovation, at the University of Southern California Marshall School of Business. Dr. Tellis is an expert in innovation, advertising, global market entry, new product growth, quality, and pricing. His book, Will and Vision , was cited as one of the top 10 books in business by the Harvard Business Review and was the winner of the American Marketing Association Berry Award for the best book in marketing over the last three years. Klappentext The hands-on guide for fostering relentless innovation within your companyGerard 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. Organizations build these traits by providing incentives for enterprise, empowering product champions, and encouraging internal markets.Spelling out the critical role of culture, the author provides illustrative examples of organizations with winning cultures and explores the theory and evidence for each of the six components of culture. The book concludes with a discussion of why culture is superior to alternate theories for fostering innovation.* Offers a groundbreaking take on innovation that is driven by a company's culture* Shows what it takes to create a culture of innovation within any organization* Based on a study of 770 companies across 15 countries, the origin of 90 radical innovations spanning over 100 years, and the evolution of 66 markets spanning over a 100 years* Provides numerous mini cases to illustrate the workings of culture* Written by Gerard Tellis director of the Center for Global InnovationThis must-have resource clearly shows the role of culture in driving relentless innovation and how to foster it within any organization. Zusammenfassung 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. Inhaltsverzeichnis Figures and Tables xi Foreword xiii 1 Why Incumbents Fail 1 Why Incumbents Fail to Innovate Unrelentingly 3 The Preeminence of Culture 7 Culture as a Primary Explanation 15 Basis for the Book 17 Conclusion 19 2 Willingness to Cannibalize Successful Products 23 Why Incumbents Are Reluctant to Cannibalize Products 24 Why Willingness to Cannibalize Is Important 28 Understanding Technological Evolution 33 Blinded to an Opportunity: Microsoft Keywords? 39 Crippled by Fear of Piracy: Sony MP3 Player 41 Decline of an Innovator: Eastman Kodak 45 A Cycle of Cannibalization: Gillette's Innovations in Wet Shaving 49 Late Move: HP Tablet 53 Conclusion 54 3 Embracing Risk 59 Sources of Risk: Innovation's High Failure Rate 59 The Reflection Effect: Asymmetry in Perceived Risk 63 The Hot-Stove Effect: Learning from Failure 65 The Expectations Effect: Hope Versus Reality 68 Innovation's Gain-Loss Function: Type 1 and 2 Errors 69 Case Histories 75 Gambling on an Embryonic Market: Toyota's Prius 75 Gambling on Growth: Amazon.com 84 Gambling on Vision: Facebook 90 Gambling on Scale: Federal Express 103 Conclusion 106 4 Focusing on the Future 109 Why Future Focus Is Tough 111 Availabi...
