What drives innovation? The inspiration for corporate innovation

An effort to understand innovation drivers - those factors that motivate and shape innovation efforts, and determine their success or failure - seemed to be a promising way to discover what factors make for success and failure in innovation.

What drives innovation? The inspiration for corporate innovation

Renee Hopkins Callahan, Gwen Smith Ishmael and Leyla NamiranianDecision Analyst, Inc., United States

INTRODUCTION

If you ask “what drives successful innovation?” you are likely to get these answers:

“Desire for growth.”

“Demand for increased profitability.”

“People.”

While clearly true, these are superficial answers. There's no clear way to link these answers to the factors that would lead to success in innovation – or the factors that lead to failure. Innovation is still regarded as somewhat uncontrollable and mysterious, though this perception is beginning to change. The idea...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands