Markets and innovation

Peter Doyle

European Management Journal, 1989, vol. 7, issue 4, 413-421

Abstract: A study of 379 of Britain's largest companies suggests ways of improving a firm's capacity to innovate. It is shown that innovation is not about new technology but rather about developing brands which meet the needs of customers more effectively than products or services currently on the market. Success at innovation requires changing the culture of the organisation to focus on market needs and brand development rather than on short-term profit performance. The breakdown of barriers to trade in Europe will sharpen this focus on innovation and encourage a strategic orientation towards Euro-brands aiming at dominant positions in these markets.

Date: 1989
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