What is innovation? And why aren’t companies doing more of it?

Thomas D. Kuczmarski (Senior Partner and President, Kuczmarski and Associates, and Adjunct Professor, New Products and Services, Northwestern University’s Kellogg Graduate School of Management, University of Chicago, Chicago, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 1 November 2003


Though a commitment to innovation is the key to successful growth, the level of uncertainty involved and the concomitant risk deter companies from committing themselves totally to its implementation. Contributing to managers’ reluctance to face innovation are an ignorance and fear of what exactly it represents. This article lists ingredients of and directions for successful innovation, which can lead to real competitive advantage if followed correctly. However, senior management must assimilate the message fully before it can possible cascade down the organisation.



Kuczmarski, T. (2003), "What is innovation? And why aren’t companies doing more of it?", Journal of Consumer Marketing, Vol. 20 No. 6, pp. 536-541. https://doi.org/10.1108/07363760310499110

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