You are viewing Aaker on Brands blog posts tagged as “hewlett-packard” (1 total). You can also view all blog posts.
Big innovation happens too rarely. This is the kind that creates real, enduring “must haves” that define new categories or subcategories and is the only path to real growth. One major reason is that the budgets are controlled by the large business units that are focused on their profitable businesses that use incremental innovation to improve the offering and/or reduce costs. Returns to such investments are predictable, and there are organizational and personal biases against risky alternatives even when the upside can more than compensate for the risk involved.
Organizations can attempt to counter those biases by creating an entrepreneurial culture, with centralized innovation budgets that take power away from the existing big business units. The entity controlling those budgets will have to encourage ideas and idea champions to surface, select those that seem most promising, and then support progress toward commercialization. The goal is to overcome the bias toward incremental…
August 1, 2012 • Permalink