Organizing for Innovation
Part 5. Product Innovation and Management
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Blackburn, R. 2010. Organizing for Innovation. Wiley International Encyclopedia of Marketing. 5.
- 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.
- organization culture;
- organization design;
- organizational structure;
- innovation culture