Integrating Innovation Style and Knowledge Into Strategy

摘要

Traditional thinking about strategy is woefully incomplete in its focus on the positioning of products or services. Porsche Automobil Holdings SE, for example, sells expensive sports cars to wealthy individuals who covet status and a thrilling ride, while Kia Motors Corp. sells more utilitarian vehicles to frugal consumers who are merely looking to get from point A to B in a cost-effective manner. Defined this way, strategy is about staking out and defending a unique competitive position. While useful, this approach to strategy underplays much of what most people would agree makes a company truly competitive. Not only does it give short shrift to what a company knows; it completely ignores the fact that in today's dynamic economy, organizations have to continually reinvent who they are and what they do in both large and small ways. One important means of doing this is through innovation.