Articles on Innovation:

Innovation Quest: Catalytic Leaders Set the Pace [PDF]
By Kevin O'Donnell

Innovation appears to be the holy grail of our times.  But the innovation quest is long, laborious and not for the faint of heart.  Success requires strong leadership setting the pace: a catalyst and change agent who has the vision, desire and ability to enlist and inspire others to the cause. (Marketing News, June 1, 2008)

Dispelling the Myths About Open Innovation [PDF]
By Jennifer Dominiquini

The concept of Open Innovation is increasingly familiar and many organizations are eager to position themselves to harness its potential.  However, considerable confusion exists around what Open Innovation is and what it isn’t.  This article aims to dispell three of the prevailing myths about Open Innovation.

Innovation: Brand It or Lose It
By David Aaker

In this article, David Aaker argues that brand strategy is crucially important to an innovation. Without it, the strength of an innovation will be short-lived. 
*Please note, there is a fee to obtain the full text of this article. (California Management Review, Fall 2007)

Countering the Innovation Backlash [PDF]
By Kevin O'Donnell

Kevin O’Donnell believes innovation’s role as a driver of organic growth and a differentiator that adds substantially to a brand’s value remains as critical as ever.  In his inaugural column in the newly relaunched Marketing News, a publication of the American Marketing Association, O’Donnell spells out one solution:  Creation of innovation “systems” that foster actionable creativity. (Marketing News, September 1, 2007)

Think Big [PDF]
By David Aaker

In this article that appeared originally in the Wall Street Journal, Dave Aaker argues that to win market share, don’t try to influence what brand of product people buy. Change how they use the product in the first place. (MIT Sloan Management Review, September 14, 2007)

Peeling Back the Layers on Innovation [PDF]
By David Aaker

Innovation is now a priority in most firms around the world just as quality was two decades ago. The challenge then was how to transform a quality program and results into a quality image. Today the need is to gain image credit for developing an innovative organization and a flow of innovative products. (BrandWeek, May 1, 2006)

There's Nothing New in Desperate Marketing [PDF]
By Eloy Trevino and Scott Davis

Two Choices: Burger King and Ford followed different paths in their quests to grow-and stand as case studies of why the best marketing comes from innovation, not desperation. (Advertising Age, April 23, 2007)

Marketers, Heal Thyselves: Rx to Help the CMO Lifespan [PDF]
By Scott Davis

Marketers aiming to better position themselves and the marketing function to add real value to the organization have their work cut out for them. A new year makes the timing right to recap three of the most critical prescriptions for change. (Point, December 2005)

How Marketing Can Support the Innovation Imperative [PDF]
By Mike Leiser

Innovation is a major hot button with businesses these days, given its critical role in driving organic business growth. As one survey of 940 senior managers found, all considered growing revenues through innovation as critical to success. Yet more than half were unhappy with their innovation investment returns. (Admap, November 2005)

Innovation: Moving Marketing's Capabilities, Insights Front and Center [PDF]
By Scott Davis

There is a growing need for businesses, and particularly their marketing leadership, to look differently at what constitutes innovation, and create a culture that fosters and rewards it. (Point, September 2005)