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| Author: | Doyle, P. |
| Title: | Markets and innovation. |
| Journal: | European Management Journal
1989 : DEC, VOL. 7:4, p. 413-421 |
| Index terms: | INNOVATION CUSTOMERS CONSUMER DEMAND CORPORATE CULTURE |
| Language: | eng |
| Abstract: | A study of Britain's 379 largest companies suggests ways of improving a firm's capacity to innovate. Innovation is not necessarily about new technology, it is about meeting needs that are not currently met. Success at innovation requires changing the culture of the organization to focus on market needs and brand development instead of short-term profit performance. |
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