What drives innovation?
The inspiration for corporate innovation

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Author(s): Renee Callahan, Gwen Ishmael, Leyla Namiranian
Collection: Innovate 2006
Keywords: In-Depth Interviews

ESOMAR Excellence Award Nominee - Best Paper 2005/2006
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An effort to understand innovation drivers - those factors that motivate and shape innovation efforts, and determine their success or failure - seemed to be a promising way to discover what factors make for success and failure in innovation.

The authors interviewed executives from a range of industries responsible for innovation efforts with the goal to find common innovation drivers that could be linked to successes and failures.Ultimately, their stories indicated it was critical 'lynchpin drivers' rather than the initial driver behind the innovation, that led either to a successful or to a failed innovation.



Date of publication: 10.05.2006
ISBN: 92-831-0195-2
Order Code: S312_09
Number of pages: 14

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