Ways to Incorporate Disruptive Innovation as Part of the Management Agenda

 
Disruptive Innovation > Best Practices

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?...Sign up 		 

 
Getting Management Attention for Disruptive Innovation
Charles Alter, Consultant, United States, Member
The dilemma is that the skills that brand managers need for their jobs may not be the skills needed to probe for disruption, whether in current or new...Sign up
  

 
To what Degree Might Productive Efforts (and Initiatives) Be Diluted Through Political Posturing and Infighting?
Rick Mueller, Professor, United States, SIG Leader
Hi Charles and thanks so much for leading off this discussion. Let me pose the concern of vested interests playing a destructive rather than construct...Sign up
  

 
Problem with Precise Definition of Disruptive Innovations
jaymie , Manager, United States, Member
In any organization, large and small, without a clear definition of the differences between disruptive and sustaining, you run the risk of debates ove...Sign up
  

 
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...Sign up
  

 
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 ...Sign up
  

 
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...Sign up
  

 
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...Sign up
  

 
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...Sign up
  

 
Disruptive Innovation is Client / Market Oriented
Gandhi Heryanto, Management Consultant, Indonesia, 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...Sign up
  

 
The Role of Brand Managers in Disruptive Innovation
Rick Mueller, Professor, United States, SIG Leader
Yes Gandhi, that is the Disruptive Innovation topic we’re talking about. Operationally, Christensen recommends that Disruptive Innovations be launc...Sign up
  

 
Company Size Matters for Answering the Question
Elizabeth Fowler, Student (MBA), United States, Member
I agree with @Charles Alter, a marketing person might be better suited for pushing into new areas of innovation rat...Sign up
  

 
Indeed Marketing Should Be Involved, But Held Responsible?
Rick Mueller, Professor, United States, SIG Leader
Hi Elizabeth and thanks, size does matter, but in firms where the marketing manager is not the brand manager wearing a different hat, would it ...Sign up
  

 
Disruptive Innovation Responsibility
Gandhi Heryanto, Management Consultant, Indonesia, Member
Rick, as an alternative of Christensen’s recommendation for the responsibility of launching the disruptive innovation for current situations which is ...Sign up
  

 
Responsibility for both Disruptive and Sustaining Innovation
Rick Mueller, Professor, United States, SIG Leader
Hi Gandhi and thanks for the opportunity to make it clear that I am not wedded to the brand manager in specific being charged with assuring and shephe...Sign up
  

   

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