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Organizing for Innovation

Part 5. Product Innovation and Management

  1. Richard Blackburn

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem05017

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Blackburn, R. 2010. Organizing for Innovation. Wiley International Encyclopedia of Marketing. 5.

Author Information

  1. University of North Carolina at Chapel Hill, Chapel Hill, NC, USA

Publication History

  1. Published Online: 15 DEC 2010


To organize for innovation involves top management in a series of coordinated decisions about a number of different organizational characteristics. The decisions will be influenced greatly by the nature of the competitive environment and the type of innovation demanded by that environment. The interpretation of that environment will be greatly influenced by the nature of the firm's corporate culture as will the firm's goals, strategies, structures, technologies, systems, and people. An open and trusting culture tends to be supportive of innovation. There are a variety of structural options available depending on how management wishes to resolve a variety of different innovation tensions.


  • innovation;
  • organization culture;
  • organization design;
  • organizational structure;
  • innovation culture