Knowledge@SMU

Authors

Knowledge@SMU

Publication Type

Journal Article

Publication Date

2-2007

Abstract

All companies, from major multinationals to start-ups, face a common challenge: how to keep growing. These firms find it difficult to sustain growth because they become risk averse, opting for safer incremental product and service improvements instead of more rewarding, but riskier, major initiatives, according to a study by Wharton marketing professor George S. Day. Companies, Day says, need to better understand the risks inherent in different levels of innovation and achieve a balance between BIG I innovation and small i innovation.

Disciplines

Business | Marketing

Copyright Owner and Holder

Copyright © Singapore Management University 2012

Article ID

1021

Subject(s)

Marketing

Included in

Marketing Commons

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