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Ways to Incorporate Disruptive Innovation as Part of the Management Agenda
Rick Mueller, Professor, United States, SIG Leader
A few days ago I was in a conversation with Adam Hartung, who observed brand managers are constrained, as a matter of practicality, to focusing exclusively on sustaining innovation. They normally don’t focus on entirely new, disruptive innovation.
The thought I explored with him was making brand managers responsible for making some portion of each year’s sales come from markets which are entirely new to that industry. And whether (or not) this would be a good way to incorporate innovation initiatives which would necessarily have disruptive potential.
I’d be curious to know whether you believe this might be an effective way to incorporate disruptive innovation into the development mainstream of large, multi-brand corporations. Or do you see other, better ways to incorporate disruptive innovation as part of the management agenda?
Thoughts?...
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Defining Disruptive Innovation
Rick Mueller, Professor, United States, SIG Leader Hi Jaymie and thanks and agreed. Note that the requirement is that a given proportion of sales (or revenues or whatever one might believe optimal) com...
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Disruptive versus Sustainability - Personalities
Eyal Policar, Entrepreneur, Israel, Member Is first and foremost about personalities. A disruptive innovator is usually very creative, visionary, not detail oriented, doesn’t like the facts to ...
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Perhaps It's Time to Redefine the Job
Rick Mueller, Professor, United States, SIG Leader Thanks Eyal, your concerns, similar to those of Charles Alter earlier in the thread, are clearly stated and appreciated. At the same time, the skill s...
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Innovation You Can Sell
Mark Fuller, Director, South Africa, Member Rick I agree with you entirely. I have used Value Stream teams amongst other tools to drive customer-centric innovations designed to offer a value inn...
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Great Example in More Than One Way
Rick Mueller, Professor, United States, SIG Leader Hi Mark and thanks! I think the Yellow Tail wine example you referenced provides excellent guidance on how a brand manager might create a new market b...
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Disruptive Innovation is Client / Market Oriented
Gandhi Heryanto, Management Consultant, Indonesia, Premium Member The term Disruptive innovation was first popularized by Clayton Christensen from Harvard University in 1995. On his website and in his book "The Innov...
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Disruptive Innovation Responsibility
Gandhi Heryanto, Management Consultant, Indonesia, Premium Member Rick, as an alternative of Christensen’s recommendation for the responsibility of launching the disruptive innovation for current situations which is ...
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