IBM Envisions a Cross-Platform Marketing Ecosystem
Geoffrey PrecourtWARC Online
Saul Berman, lead partner/strategy & change consulting at the IBM Institute for Business Value and IBM Global Business Services, drew a deliberate distinction between innovations and inventions at the Advertising Research Foundation's (ARF) June 2009 Audience Measurement 4.0 event.
"Inventions sit around on a shelf. Innovations change the way we do business."
Berman's idea of an invention: "MIT's green screen on a shelf." An innovation: e-Bay.
In 2005, when IBM's PC business went East with Lenovo, its consumer-facing prospects changed. "We're a company that knows a lot about technology,...