Unilever's Michael Polk: It's All about 'Dislocating Ideas'

Authors

Knowledge@SMU

Publication Type

Journal Article

Publication Date

11-2006

Abstract

To drive home the subject of his speech at the recent third annual Wharton Marketing conference, Michael Polk, president of Unilever United States, flashed up a definition straight from the dictionary: 'Innovation: a new idea or method; a change in something established.' Polk, who manages such brands as Dove, Axe, Slim-Fast, Country Crock, Wishbone and Q-Tips, said innovation, not invention, lies at the heart of successful marketing campaigns.

Disciplines

Business | Marketing

Copyright Owner and Holder

Copyright © Singapore Management University 2012

Licece/Creative Commons Licence

This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.

Article ID

1034

Subject(s)

Marketing

Citation

Knowledge@SMU. Unilever's Michael Polk: It's All about 'Dislocating Ideas'. (2006).
Available at: https://ink.library.smu.edu.sg/ksmu/326