|Author(s): Renee Callahan, Gwen Ishmael, Leyla Namiranian
Collection: Innovate 2006
Keywords: In-Depth Interviews
ESOMAR Best Paper Award 2005/2006
|PDF version (download)|
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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.