Managing the “S” curves of innovation
- 1 January 1991
- journal article
- research article
- Published by Taylor & Francis in Journal of Marketing Management
- Vol. 7 (2) , 189-202
- https://doi.org/10.1080/0267257x.1991.9964149
Abstract
Innovations have the ability to create entirely new markets, or bring about substantial shifts in the balance of power in existing ones. As such, innovation should be an integral element in strategic marketing management, but in practice many large organizations seem better suited to squeeze it out rather than encourage it. This article examines the risks and complexities involved in managing the process of innovation, and sets out the management action required to build a more innovative organization.Keywords
This publication has 3 references indexed in Scilit:
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- Has marketing failed, or was it never really tried?1Journal of Marketing Management, 1985