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ID:39715769
大小:78.72 KB
页数:4页
时间:2019-07-09
《Innovation The Classic Traps》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、Innovation:TheClassicTrapsKeyideasfromtheHarvardBusinessReviewarticleByRosabethMossKanterTheIdeainBriefMostcompaniesfuelgrowthbycreatingnewproductsandservices.Yettoomanyfirmsrepeatthesamegrowth-sappingmistakesintheireffortstoinnovate.Forexample,somecompaniesadoptthewrongstrategy:inve
2、stingonlyinideastheythinkwillbecomeblockbusters.Result?Smallideasthatcouldhavegeneratedbigprofitsgetrejected.Foryears,Time,Inc.didn'tdevelopnewpublications:managerswantedanystart-uptosucceedonthesamescaleastheenormouslypopularPeoplemagazine.OnlyafterTimedecidedtogambleonalargenumbero
3、fnewpublicationsdidrevenuesrise.Othercompanieserronthesideofprocess-stranglinginnovationsbysubjectingthemtothestrictperformancecriteriatheirexistingbusinessesmustfollow.AtAlliedSignal,newInternet-basedproductsandserviceshadtosatisfythesamefinancialmetricsasestablishedbusinesses.Budge
4、tscontainednofundsforinvestment--somanagersworkingoninnovationshadtofindtheirownfunding.Theconsequences?Retrofittedversionsofoldideas.Toavoidsuchtraps,Kanteradvocatesapplyinglessonsfrompastfailurestoyourinnovationefforts.Forinstance,augmentpotential"bigbets"withpromisingmidrangeideas
5、andincrementalinnovations.Andaddflexibilitytoyourinnovationplanning,budgeting,andreviews.Yourreward?Betteroddsthatthenewideaspercolatinginyourcompanytodaywillscoreprofitablesuccessesinthemarkettomorrow.TheIdeainPracticeToinnovatesuccessfully,replacecommonmistakeswithpotentremedies:St
6、rategyMistakes•Rejectingopportunitiesthatatfirstglanceappeartoosmall.•Assumingthatonlynewproductscount--notnewservicesorimprovedprocesses.•Launchingtoomanyminorproductextensionsthatconfusecustomersandincreaseinternalcomplexity.Remedy:Widenyoursearchandbroadenyourscope.Supportafewbigb
7、etsatthetopthatrepresentcleardirectionsforthefutureandreceivethelion'sshareofinvestment.Alsocreatea-1-portfolioofpromisingmidrangeideas.Andfundabroadbaseofearlystageideasorincrementalinnovations.ProcessMistakes•Stranglinginnovationwiththesametightplanning,budgeting,andreviewsappliedt
8、oexistingbus
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