Beware the siren voices of innovation
Anthony FreelingAshridge Strategic Management Centre and a freelance consultant
It is a funny thing that people who write and think about strategy and about marketing almost never seem to read each other's books and articles. This means that the two areas of management thought have diverged much further than an outsider could have believed possible. But one topic that both parties write about extensively is innovation – perhaps because marketers think it is a marketing topic, and strategists think it is a broader strategic topic.
Whatever the reason, the facts from the strategic...