International Marketing 10th Edition by Michael Czinkota, Michael Brumbach, Ilkka Ronkainen

Exercise 2

The elements that make up a truly innovative company are many: a focused innovation strategy, a winning overall business strategy, deep customer insight, great talent, and the right set of capabilities to achieve successful execution. How do those key goals and attributes aid and abet the efforts of companies in each strategy to develop the capabilities they need to succeed? (See Strategy+ Business article, "The Global Innovation 1000: Why Culture Is Key," at www.strategy-business.com/article/11404?gko=dfbfc.)