Image courtesy of Flickr user harry_nl.

Spring 2009
Volume 50, Issue # 3

Access the full Table of Contents below.
Issues archive

Do-It-Yourself Brand Creation

  • Opinion & Analysis
  • Read Time: 3 min 

Strong brands are often seen as an important corporate asset. But what happens when user communities—connected by the Internet—start to create their own brands? That question was explored in an intriguing August 2008 working paper, “Costless Creation of Strong Brands by User Communities: Implications for Producer-Owned Brands.” The paper suggests that companies with traditional brands would be wise to pay attention to this emerging arena.

Image courtesy of Flickr user Hitchster.

How to Make Sense of Weak Signals

  • Opinion & Analysis
  • Read Time: 10 min 

There’s no sense in denying it: interpreting weak signals into useful decision making takes time and focus. These three stages can help you see the periphery—and act on it—much more clearly.

Courtesy of Mini Cooper.

Cracking the Code of Mass Customization

  • Research Feature
  • Read Time: 20 min 

Most companies can benefit from mass customization, yet few do. The key is to think of it as a process for aligning a business with its customers’ needs.



Christensen, the Robert and Jane Cizik Professor of Business Administration at Harvard Business School

Good Days for Disruptors

  • Interview
  • Read Time: 12 min 

In the minds of many, the financial crisis has given innovation a black eye. Disruption theorist Clayton Christensen disagrees.


Image courtesy of Flickr user Sharon Drummond.

Nature's Rules

  • Opinion & Analysis
  • Read Time: 2 min 

“Any one of us — and any one of our organizations — could be forgiven for behaving at the moment like a bear confronting winter,” writes Martin Reeves. And he doesn’t mean “bearishly,” like investors. “No, I mean behaving literally like a bear — which is to say, shutting down the system. Hibernating. Certainly feels like the wise course just now.”