Marketing and innovation are strange bed-fellows. The academic perspective is to assign innovation to the development of new products, inherently marketing led. However, following the market is decidedly un-innovative. This paradox is often debated and rarely agreed upon.
I believe that existing organizations will always struggle with trying to manage major innovation. Why? Organizations were developed for a purpose other than the innovation. Their structure and resources have been custom built for another purpose. The individuality of each organization can be traced back to its previous growth. Tearing apart an organization is painful and unnatural. This is why existing organizations, even with their many resource advantages, are not as likely to successful introduce new innovations as entrepreneurial start-ups. It is cycle that is gauranteed to repeat itself.
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