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When successful products prevent strategic innovation
Author(s) -
Jones Peter H.
Publication year - 2002
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.2002.tb00306.x
Subject(s) - mainstream , focus (optics) , business , marketing , industrial organization , political science , law , physics , optics
As startups become large mainstream corporations, many lose the intense “breakthrough” mentality that characterizes their initial achievements. The willingness to take risks is replaced by a focus on growth and market share. Rather than moving on to the next threshold, satisfying customers becomes the priority. Peter Jones examines this fascinating shift in values and evaluates strategies designed to maintain a company's innovative spirit.