Unrelenting Innovation: How To Create A Culture For Market Dominance

Unrelenting Innovation: How to Create a Culture for Market Dominance

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.From the Inside Flap"Through decades of rigorous research, Professor Gerard Tellisposits a powerful thesis: that the internal culture of a firm isthe primary driver of innovation. . . . This book is deep in theoryand rich in insight." -From the Foreword by VijayGovindarajanIn Unrelenting Innovation, Gerard Tellis (a noted experton innovation, advertising, and global markets) makes theconvincing case that the culture of a firm is the crucial driver ofan organization's ability to innovate. Using powerful cases toillustrate his message, Tellis shows how changing an organization'sculture can overcome the main barrier to innovation-thecomplacency of success by current incumbents. The ideal culture ofan innovative organization is comprised of three traits and threepractices. Innovative organizations should be willing tocannibalize successful products, embrace risk, and focus on thefuture. Leaders can ensure that these traits are incorporated intotheir organization's culture by introducing the following threepractices: provide incentives for enterprise, empower productchampions, and encourage internal markets. To bolster this thesis,Tellis outlines why transforming an organization's culture issuperior to alternate theories for fostering innovation.Based on multiple research studies and grounded in practicalrecommendations, Unrelenting Innovation contains a wealth ofvaluable tools to help senior leaders implement the practices thatwill foster a culture of relentless innovation. The book is filledwith illustrative examples of established companies that havestumbled in recent years due to lack of innovation and rising newstars that have become innovative giants.From the Back Cover"Through decades of rigorous research, Professor Gerard Tellis posits a powerful thesis: that the internal culture of a firm is the primary driver of innovation. . . . This book is deep in theory and rich in insight."-FROM THE FOREWORD BY VIJAY GOVINDARAJANIn Unrelenting Innovation, Gerard Tellis (a noted expert on innovation, advertising, and global markets) makes the convincing case that the culture of a firm is the crucial driver of an organization's ability to innovate. Using powerful cases to illustrate his message, Tellis shows how changing an organization's culture can overcome the main barrier to innovation-the complacency of success by current incumbents. The ideal culture of an innovat