Learning to win – guaranteed success of innovations by design

Johannes Hartmann and Howard Moskowitz

Failures of innovation are not random: they are predictable - and avoidable - if managers get the categorization stage of theory right.

Learning to win – guaranteed success of innovations by design

Johannes Hartmann Consumer Insight Foods, Unilever, Netherlands

Howard R. Moskowitz Moskowitz Jacobs Inc., United States

INTRODUCTION

“Once again, we argue that the failures (of innovation)...

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