“Market-oriented” firms are better able to innovate consistently, but getting there requires complex and demanding organisational change.
Seeing a self-contained innovation project through to completion is difficult enough for companies. Thriving in a disruption-defined business climate can be even more complicated. To meet the challenge, firms need to put in place internal innovation processes that will function over the long term. Because no competitive advantage lasts forever, sustained growth and continued high performance require a constant effort to innovate.
