Gerard J. Tellis

Unrelenting Innovation

How to Create a Culture for Market Dominance

• Gebundenes Buch

Produktbeschreibung

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. 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 Innovation

This must-have resource clearly shows the role of culture in driving relentless innovation and how to foster it within any organization.

Produktdetails

• J-B Warren Bennis Series .
• Verlag: Wiley & Sons
• 1. Auflage
• Seitenzahl: 352
• Erscheinungstermin: 4. Januar 2013
• Englisch
• Abmessung: 235mm x 157mm x 23mm
• Gewicht: 575g
• ISBN-13: 9781118352403
• ISBN-10: 1118352408
• Artikelnr.: 36147265

Autorenporträt

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.

Inhaltsangabe

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 Availability Bias 114 Paradigmatic Bias 116 Commitment Bias 119
Planning for the Future 121 Predicting and Managing Takeoff 122 Targeting
Future Mass Markets 126 Predicting Technological Evolution 129 Analyzing
Emergent Consumers 134 Conclusion 138 5 Incentives for Enterprise 141
Traditional Incentives: Winning Loyalty 142 Asymmetric Incentives: Turning
Failure into Success 143 Making Incentives Work: Economics and Psychology
of Incentives 148 Power of Incentives: IBM's Transformation 155 Incentives
for Enterprise: Google 157 Incentives for Loyalty: General Motors 163
Incentives for Innovation: 3M 168 Structuring Team Incentives: IBM's
Learning from Online Gamers 171 Conclusion 173 6 Fostering Internal Markets
177 Characteristics of Markets 181 Implementing Internal Markets 192
Managing Internal Markets 199 Conclusion 203 7 Empowering Innovation
Champions 205 Luck Versus Innovation Champions 206 Characteristics of
Champions 208 Testing Luck 210 Champions Versus Teams 212 Champions at the
Top Versus the Bottom 214 Distributed Champions: Google's "Young Turks"
Program 216 Serial Champion: Roger Newton 218 Championing Mass Market of
the Future: Tata Nano 222 Championing a Music Revolution: Apple iPod 227
Mobilizing an Organization for Innovation: Sony Walkman 231 Steps in
Empowering Champions 235 Conclusion 236 8 Culture Versus Alternate
Theories: Arguments and Evidence 237 Micro-Theories 238 Macro-Theories 250
Conclusion 260 Notes 263 Bibliography 289 Acknowledgments 307 The Author
309 Index 311