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UNRELENTING INNOVATION: HOW TO BUILD A CULTURE FOR MARKET DOMINANCE GERARD J.TELLIS

By: Publication details: JOSSEY-BASS - A WILEY IMPRINT 2013 NEW DELHIDescription: XIV, 332 P. HARDISBN:
  • 978-81-265-4142-3
Subject(s): DDC classification:
  • 658.4063
Contents:
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
Summary: 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.
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Item type Current library Collection Call number Status Date due Barcode Item holds
Book Book Main Library INNOVATION 658.4063/ TEL/ 21956 (Browse shelf(Opens below)) Available 11121956
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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

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.

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