January 12, 2016 | Jason Jay, Sergio Gonzalez, and Marine Gerard
In the third in a four-post series on Sustainability-Oriented Innovation (SOI), the authors look at the SOI process and the key actors and roles involved. To facilitate and accelerate the complex process of SOI, the authors suggest the development of SOI centers of excellence and SOI communities of practice. With both, diverse networks of problem solvers can emerge and start managing the challenges of socially and environmentally complex issues.
The Social Side of Marketing
The prospect of free viral marketing is incredibly appealing — but often elusive. Many companies are looking beyond simply establishing a social presence toward getting social media marketing right.
Nestlé UK had customers vote for a new candy bar flavor — and increased customer engagement.
How to Innovate Strategically
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How are companies finding the most creative and competitive strategic vision? Open access to these MIT Sloan Management Review articles on spurring innovative strategy is provided courtesy of Stanford Graduate School of Business.
Could science-based industries benefit from a financing model similar to one used to make Hollywood movies? “We propose that a form of governance centered on the project rather than the company may be a more efficient way to organize innovation in science-based industries,” write the authors. Their proposal addresses the fact that traditional venture capital “wasn’t designed to deal with the costs, risks, and slow payout of science-based industries.”
All too often, companies from emerging and established economies talk past each other when discussing intellectual property. The result is that often fail to consider all their options for a productive collaboration. The authors detail five ways that companies can structure such IP partnerships, and say that it’s important for a company to choose the one that’s the best fit for the project: "The choice of IP business models is a strategic decision, not merely a legal matter."
Successful enterprise social media use has less to do with the tools employed than with the climate that a company creates. Cultivating the right climate requires balancing a number of tradeoffs through crafted social media policies, adapting characteristics of existing organizational culture, and having managers model effective social media practices for employees. In part 5 of his 5-part series, Gerald C. Kane offers a perspective on how to balance these tradeoffs and create the right mix for a company and its culture.