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"Through decades of rigorous research, Professor Gerard Tellis posits a powerful thesis: that the internal culture of a firm is the primary driver of innovation. . . . This book is deep in theory and rich in insight." -From the Foreword by Vijay Govindarajan
In Unrelenting Innovation, Gerard Tellis (a noted expert on innovation, advertising, and global markets) makes the convincing case that the culture of a firm is the crucial driver of an organization's ability to innovate. Using powerful cases to illustrate his message, Tellis shows how changing an organization's culture can overcome the main barrier to innovation-the complacency of success by current incumbents. The ideal culture of an innovative organization is comprised of three traits and three practices. Innovative organizations should be willing to cannibalize successful products, embrace risk, and focus on the future. Leaders can ensure that these traits are incorporated into their organization's culture by introducing the following three practices: provide incentives for enterprise, empower product champions, and encourage internal markets. To bolster this thesis, Tellis outlines why transforming an organization's culture is superior to alternate theories for fostering innovation.
Based on multiple research studies and grounded in practical recommendations, Unrelenting Innovation contains a wealth of valuable tools to help senior leaders implement the practices that will foster a culture of relentless innovation. The book is filled with illustrative examples of established companies that have stumbled in recent years due to lack of innovation and rising new stars that have become innovative giants.
Praise for Unrelenting Innovation
"I would rate Unrelenting Innovation as one of the best business books I have read. All CEOs need to read it to avoid the incumbent's curse. Unrelenting Innovation offers brilliant insights into the need for innovation and managing the risks of innovation."
--Philip Kotler, author and S.C. Johnson & Son Professor of International Marketing, Kellogg School of Management, Northwestern University
"A brilliant tour de forceon how firms can overcome the incumbent's curse and develop the culture to drive big innovations that will provide growth platforms and prevent irrelevance. Supported by case studies and a practical theory of how innovation-oriented culture is created, the book will be a classic."
--David Aaker, author and vice chairman, Prophet
"A brilliant and thought-changing book on why many successful companies fail to innovate and how to overcome an internal culture of resistance. Tellis is a master storyteller!"
--Jagdish Sheth, author, consultant, and Charles H. Kellstadt Professor of Marketing, Goizueta Business School, Emory University
"The risk of not carefully reading and implementing the lessons of Tellis' relentless imagination will most surely increase the risk of organization?stagnation, if not failure."
--Warren Bennis, author and Distinguished Professor, University of Southern California
"Very few people are better qualified than Tellis to write about innovation and market dominance. Drawing on over 20 years of rigorous, original research, Unrelenting Innovation is a truly comprehensive and deeply serious book about innovation. There is more insight and evidence here on one page than in many business books put together."
--Jaideep Prabhu, author and Jawaharlal Nehru Professor, Judge Business School, Cambridge University
"Tellis makes a compelling case that firms with an unrelenting ability to keep innovating are sustained by their distinctive cultures. The payoff from sustaining a culture of organic growth through innovation is a rate of growth that competitors can't match."
--George Day, author and Geoffrey T. Boisi Professor, Wharton, University of Pennsylvania