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Building Innovativeness in Large U.S. Corporations

Andrew J. Parsons (Director in McKinsey & Company's New York office specializes in resolving strategy, organization, and operational problems for consumer products and service companies and retailers. Mr. Parsons heads the firm's North American Consumers Industry Group and is the leader of the firm's Marketing Practice.)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 April 1991

Abstract

Maintains that a core issue for the international competitiveness of US corporations is that of the innovation challenge, that is the failure to effectively exploit the inventiveness and energy of individuals in large corporation environments. Describes the background to the problem, that of the erosion of corporate US‐pioneered markets and discusses the concept of innovativeness, using examples from a variety of industries and companies. Offers advice on the development of innovativeness, concerningstrategy, skills building and the use of a cross‐functional approach, concluding that US corporations must, like small companies and entrepreneurs, become more innovative in order to compete.

Keywords

Citation

Parsons, A.J. (1991), "Building Innovativeness in Large U.S. Corporations", Journal of Services Marketing, Vol. 5 No. 4, pp. 5-20. https://doi.org/10.1108/EUM0000000002530

Publisher

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MCB UP Ltd

Copyright © 1991, MCB UP Limited