Very interesting article published by Strategy+ Business, the magazin of the strategic consulting group: Booz & Company in the US. Here is just an appitizer - read the full article online.
Why does the corporate culture at so many companies seem to be ill-suited to breakthrough innovation?
CPG = Consumer packaged goods
KANDYBIN: At most CPG companies, research and development is not a strategic function. Rather, it is more of an execution function. CPG companies typically believe that new-product ideation resides in marketing and that R&D is only loosely associated with real innovation. I have heard CPG executives say, “The R&D team just develops what we want them to develop, because we know the market.” In fact, research and development should be considered a strategic function and an equal innovation partner with marketing. R&D should be based on the possibilities from a product and technology perspective rather than on marketing’s consumer-centric view.
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