Robbins, Peter (2010) IDEAS AT WORK: SPARKLING INNOVATION. Business Strategy Review, 24. pp. 7-11. ISSN 0955-6419

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Abstract

Focus and simplification are very much in vogue in many of the world’s biggest consumer products companies. For example, Procter & Gamble’s concentration on its largest brands, largest customers and largest markets since 2000 has been a major driver of growth, and Unilever has embarked on a similar strategy of focusing on its top 50 brands. But focus brings inevitable challenges as well. What happens to the products that don’t make the cut? Do you sell them off? Do you run them as cash cows? Or do you encourage your teams to grow them without corporate support? And what about the marketing and research personnel who aren’t in the focal group: do you encourage them to move on, or do you continue to look for ways to motivate and engage them? These are tricky strategic challenges, and they require thoughtful managerial responses

Item Type:	Article
Keywords:	Ideas; Work; Innovation;
Academic Unit:	Faculty of Social Sciences > Design Innovation
Item ID:	8415
Depositing User:	Peter Robbins
Date Deposited:	05 Jul 2017 09:37
Journal or Publication Title:	Business Strategy Review
Publisher:	Wiley
Refereed:	Yes
URI:	Publisher
Use Licence:	This item is available under a Creative Commons Attribution Non Commercial Share Alike Licence (CC BY-NC-SA). Details of this licence are available here

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