Innovation at the Crossroads
John Kearon
The article uses Darwin's 'dangerous idea' to explain why prevailing marketing theory is a hindrance rather than a help when originating new category brands. It suggests that large companies no longer have the ability to originate the sort of new category brands that made them successful in the first place. It goes on to demonstrate how big companies should be finding their own start-ups to achieve dramatic organic growth and recreate their past glories.
As marketings first century draws to a close, the industry finds itself coming out of endless rounds of consolidation, with...