Book description
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.
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.
