2004-08-23
QUEM INOVA? Acaba de ser tornado público um relatório do Marketing Science Institute da autoria de Vijay Govindarajan e Praveen K. Kopalle que coloca em título uma questão deveras interessante: "Can Incumbents Introduce Radical and Disruptive Innovations?" Também a conclusão merece ser partilhada: "Incumbents are better at fostering certain kinds of innovation than others. Specifically, they are better at radical innovations, which incorporate new technologies into extant products to add value, and worse at disruptive innovations, which initially are not valued by the firm’s mainstream customers but only by a small, emerging customer segment, and only later become desirable to the mainstream."
