Aspire or Expire?

Parsons, Andrew J.
March 1993
Marketing Management;1993, Vol. 1 Issue 4, p8
Innovation, increasingly essential to corporate growth and prosperity, is more than just improving current products and processes. It requires the relentless search for new businesses and the renewal of existing ones, a task too often beyond the large corporation's veneration of the status quo. Many companies large and small nevertheless succeed in being continuously innovative because they understand their customers, build upon their core competencies, design better business systems, and nurture an innovative management state of mind. Building on those strengths, they are able to diagnose their situation realistically, set aspiration levels and their strategic focus, design the facilitating organization structure, manage the process with discipline, and maintain a "restless" culture.


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