INNOVATION IN MARKETING

Organizations that do not continually incorporate new ideas are likely to fall behind competitively particularly when the environment is changing rapidly. Sometimes failure to innovate adequately leads to companies' demise. Promoting new ideas is more important in small or young companies or in companies which are in such serious trouble that bold moves are their only hope. The extent to which the company encourages innovation depends largely on the orientation of top leaders. Their personalities, power, and information enable them to overcome obstacles that push for change. Conversely, strong leaders are also in a position to thwart innovative activities, should they be so inclined.

Leadership is the management function that involves influencing others to engage in the work behaviours necessary to reach organizational goals. Leading includes communicating with others, helping to outline a vision of what can be accomplished, providing direction, and motivating organization members to put forth the substantial effort required.

Innovations are much less likely to occur without an orchestrator, a high-level manager who articulates the need for innovation, provides funding for innovating activities and protects idea people. An orchestrator maintains the balance of power so that new ideas have a chance to be tested in the face of possible negative reactions. Otherwise, new ideas may be blocked.

Не нашли, что искали? Воспользуйтесь поиском: