Winter 2003
Volume 44, Issue # 2


The Power of Innomediation

  • Research Feature
  • Read Time: 20 min 

Many companies have learned to use the Internet as a powerful platform for collaborating with customers on innovation. They have created customer advisory panels to solicit ideas for new products, fostered online communities to encourage dialogue among customers, and built toolkits that enable customers and engineers to codesign products.


The Myth of Globalization?

  • Research Highlight
  • Read Time: 2 min 

A series of surveys by Alan Rugman, professor of international business at the Kelley School of Business, Indiana University, and senior research fellow in strategic management at Templeton College, Oxford, suggest that only a small proportion of the largest companies that call themselves multinational have an effective global presence.




Understanding and Managing the Brand Space

  • Research Feature
  • Read Time: 19 min 

Brand management has evolved from a dialogue between manufacturers and customers into a multilogue with a host of parties. To that end, the authors have developed a theoretical framework that helps companies to better manage brands, proposing the concept of a brand space, based on whether the brand has become independent from its associated product and whether the brand focuses more on the meaning of a product or its functionality.


Exploring Scale: The Advantages of Thinking Small

  • Research Feature
  • Read Time: 24 min 

Sometimes large-scale operational efficiencies can mask opportunities. In their research, the authors found that small-scale operations provide significant advantages in four areas. Using case studies, the authors illustrate how companies in a wide variety of industries have found the hidden benefits of small-scale approaches, concluding that executives who learn when it is better to think small can have a potentially huge impact on their companies‘ long-term success.


Navigating the Technology Landscape of Innovation

  • Research Feature
  • Read Time: 27 min 

Some companies are better off making incremental improvements to their products. Others that must compete on their ability to innovate focus on breakthrough inventions. Either approach requires the exploration of a specific type of “technology landscape” and the right strategy for searching across the terrain.


The Need for a Corporate Global Mind-Set

  • Research Feature
  • Read Time: 24 min 

When a certain U.S. multinational corporation sought to adopt a global policy on employee mobility, it convened a yearlong symposium with representatives from units worldwide. Through a format that encouraged brainstorming and in-depth discussion, a consensus gradually emerged that enabled executives to reduce mobility classifications from eight to two.



Responses to Disruptive Strategic Innovation

  • Research Feature
  • Read Time: 26 min 

Disruptive strategic innovations are not necessarily superior to the traditional ways of competing, nor are they always destined to conquer the market. Rushing to embrace them can be detrimental for established companies when other responses, including ignoring the innovation, make more sense.