To read the full version of this content please select one of the options below:

Top‐down innovation for bottom‐up results

Mohamed Zairi (Unilever Lecturer in TQM at Bradford University. He can be contacted at the University of Bradford Management Centre, Emm Lane, Bradford, BD9 4JL. Tel: 01274 384313.)

World Class Design to Manufacture

ISSN: 1352-3074

Article publication date: 1 February 1995


Assesses managers′ understanding of the term “innovation” and introduces the changes in the nature of competition which have affected the traditional idea of innovation. Provides examples of these changes, e.g. ease of entry into most markets, wide availability and affordability of technological know‐how; transfer of technology and expense on a more global basis. Considers the full meaning of innovation in the 1990s by examining the “three dimensions of quality model”. Reports on the link between innovation and bottom‐line results and presents evidence from research studies. Finally decides what sustaining an innovation culture is dependent on and what the outcomes could be.



Zairi, M. (1995), "Top‐down innovation for bottom‐up results", World Class Design to Manufacture, Vol. 2 No. 1, pp. 6-12.




Copyright © 1995, MCB UP Limited