Ways to Incorporate Disruptive Innovation as Part of the Management Agenda

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Ways to Incorporate Disruptive Innovation as Part of the Management Agenda
Rick Mueller, 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 donít focus on entirely new, disruptive innovation.

The thought I explored with him was making brand managers responsible for making some portion of each yearís 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.

Iíd 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?


Getting Management Attention for Disruptive Innovation
Charles Alter, Member
The dilemma is that the skills that brand managers...

To what Degree Might Productive Efforts (and Initiatives) Be Diluted Through Political Posturing and Infighting?
Rick Mueller, SIG Leader
Hi Charles and thanks so much for leading off this...

Problem with Precise Definition of Disruptive Innovations
jaymie , Member
In any organization, large and small, without a cl...

Defining Disruptive Innovation
Rick Mueller, SIG Leader
Hi Jaymie and thanks and agreed. Note that the req...

Disruptive versus Sustainability - Personalities
Eyal Policar, Member
Is first and foremost about personalities. A disru...

Perhaps It's Time to Redefine the Job
Rick Mueller, SIG Leader
Thanks Eyal, your concerns, similar to those of Ch...

Innovation You Can Sell
Mark Fuller, Member
Rick I agree with you entirely. I have used Value ...

Great Example in More Than One Way
Rick Mueller, SIG Leader
Hi Mark and thanks! I think the Yellow Tail wine e...

Disruptive Innovation is Client / Market Oriented
Gandhi Heryanto, Member
The term Disruptive innovation was first populariz...

The Role of Brand Managers in Disruptive Innovation
Rick Mueller, SIG Leader
Yes Gandhi, that is the Disruptive Innovation topi...

Company Size Matters for Answering the Question
Elizabeth Fowler, Member
I agree with @Charl...

Indeed Marketing Should Be Involved, But Held Responsible?
Rick Mueller, SIG Leader
Hi Elizabeth and thanks, size does matter, but in ...

Disruptive Innovation Responsibility
Gandhi Heryanto, Member
Rick, as an alternative of Christensenís recommend...

Responsibility for both Disruptive and Sustaining Innovation
Rick Mueller, SIG Leader
Hi Gandhi and thanks for the opportunity to make i...


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