OVERVIEW:Innovation is all about making things that people want to buy, not about patents or new technical developments. Consequently, the R&D organization needs to be constantly tuned to market shifts and needs, intimately involved with customers. Only in this way can it make the critical connection between what's needed and what's possible. In addition, the organization needs to identify superior technology that is mainline for success. Only then can the company achieve business leadership results, as Procter & Gamble has done with its top brands like Tide, Crest, Pampers, and others. The third important factor is an internal climate and culture that supports innovation. Here it is essential to have a CEO who demands innovation, leads the formation of the culture that supports it, and participates personally in making the necessary choices and decisions.
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Gordon F. Brunner (2001) studied this question.