Building Innovativeness in Large U.S. Corporations

Abstract

Maintains that a core issue for the international competitiveness of US corporations is that of the innovation challenge, that is the failure to effectively exploit the inventiveness and energy of individuals in large corporation environments. Describes the background to the problem, that of the erosion of corporate US‐pioneered markets and discusses the concept of innovativeness, using examples from a variety of industries and companies. Offers advice on the development of innovativeness, concerningstrategy, skills building and the use of a cross‐functional approach, concluding that US corporations must, like small companies and entrepreneurs, become more innovative in order to compete.

Citation

Parsons, A.J. (1991), "Building Innovativeness in Large U.S. Corporations", Journal of Services Marketing, Vol. 5 No. 4, pp. 5-20. https://doi.org/10.1108/EUM0000000002530