Tom H. C. Anderson - Next Gen Market Research™Case Study Access Database Urban Space Essay Lady Chatterley#39s Lover Critical Essays Cover Letter For Qa Tester Application Letter Ict Technician Help Writing A Song Online Literature Review Thesis College Entrance Essay Tips Essay On A Place You Like To Visit Simon Kucher Case Study Interview Case Study Title Page Child Nursing Personal Statement Help Help With Homework For Parents Research Paper On Buying A House High School Research Paper Guide Thesis Proposal Example Critical Thinking And Everyday Life Essay On Time Review Need Someone To Write My Paper For Me Essay Long Quote Example Dissertation Proposal Example Case Study Coursework Report Layout Risk Management Case Study 2 Case Study Design For Research Strong Opening Statement For Cover Letter Essay Prompts Government Application Letter Format For Bank Job Good Essay Hooks Examples Emily Dickinson Research Paper Title Essay On Type 2 Diabetes Mellitus Cover Letter Nursing Career Change Johns Hopkins Essay Forum Writing Research Papers For Dummies Brief Case Study Of Depression Examples Of Critical Thinking In University Cover Letter Customer Support Engineer Info 4 Coursework Help Research Paper Source Citation Sample Essay For Grade 3 James Madison University Personal Statement Examples Zend Framework Case Study Is Buying Essays Online Illegal Cover Letter Format Us Argumentative Essay Instructions What Does A Case Study Analysis Paper Look Like Essay Paper About Myself Collective Case Study Approach Critical Thinking In Curriculum Design Research Paper Title Page Example College Papers For Free Online Chemistry Coursework Plan Julius Caesar Essay Topics Cover Letter Human Resources Assistant History Essay Keywords Critical Thinking Concepts In Health Care Sample Essay In English Cover Letter For X Ray Job Essay Prompts 2014 Creative Writing For Animals Essay On September 11 2001 Ap Literature Essay Questions Poetry Research Paper Outline For Kids Persuasive Essay Topics Kids Research Paper Topics Related To Marketing Critical Thinking Strategies Middle School Free Response Essay Outline Need For Literature Review In Research Application Letter As Bank Officer Letter With Cv Sample Essay About Myself In Five Years Application Letter Sample And Resume Job Application Letter Format Pakistan Personal Statement Computer Science Kate Chopin An Annotated Bibliography Of Critical Works What Is Critical Thinking Dictionary My Personal Statement Is Too Short Case Study Daybed Replica Example 6th Grade Descriptive Essay Letter Of Introduction Dentist Writing The Personal Statement For Residency History Essay Structure Gcse Apa Style Term Paper Title Page Writing A 5 Paragraph Essay Ppt How To Write Term Paper Format I Need Help On My Math Homework Sample Application Letter No Specific Position Cover Letter Of A Resume Example Personal Statement Diversity Examples Research Paper Chapter 2 Review Of Related Literature Cover Letter Addressed To Hr Or Hiring Manager Easybib Digital Image Advice For Writing Application Essays Definition Of Critical Thinking Terms Bu Mph Personal Statement Personal Statement Writing Book Sample Application Letter For Casual Leave Case Study Research Robert Stake Literature Review Outline In Apa Format Cover Letter Examples It Business Analyst Title For Personal Statement Annotated Bibliography For Great Expectations Critical Thinking And Essays College Essay Word Count Limit Critical Thinking Games For Kindergarten Writing A Research Paper Outline Apa Essay Writer Program Application Essay Uk Cover Letter In Body Of Email Or Attachment Custom Note Paper Mouse Pad Cover Letter But No Contact Name Cover Letter No Position Contoh Application Letter Bank Ucla Personal Statement Length Essay Edge Reviews Mcgill University Admission Essay Download Fax Cover Letter Template Word Essay In Zoo Ap Computer Science Case Study 2010 Research Paper Topics International Relations Cover Letter Examples For Radio Sales Essay Writing Uk Literature Review Dissertation Pdf Critical Thinking Skills For Reading Writing Math Science Order Of Sections In A Psychology Research Paper Application Letter For Promotion In Nursing How To Write Better Law Essays Steve Foster Online Help With Geography Homework Mit Essay Questions 2012 Term Paper Format Doc Cover Letter Job Greeting Essay Structure Easy Cover Letter 1-751 Essay Rough Draft Template Cover Letter For Promotion Work How To Write An Essay About Media Writing Personal Statement For College Admission Sample Job Application Letter In The Philippines Personal Statement For Royal College Of Art Cover Letter Non For Profit Example English Essay Form 5 Ucas Personal Statement Agriculture Writing Essay Outline Form Personal Essay For Grad School Sample Office Xp Cover Letter Template Personal Statement Cv Writing Sample Essay About Lifestyle Essay On Rising Corruption In India Application Letter For Employment Template Essay Kal#x131plar#x131 Personal Statement Sample Uk Journal On Critical Thinking In Nursing Diwali Essay For Kids In Hindi Non Essay Scholarships For High School Seniors Research Paper On 3g Technology Argumentative Essay About University Cheap Essay Writing Service Uk Apa 6th Edition Research Paper Title Page Should Application Essays Be Double Spaced Postgraduate Coursework Postgraduate Research Spanish Essay Writing Vocabulary Sample Welcome Speech For Sales Conference Imaginative Writing Prompts 3rd Grade Research Paper Outline Apa Style Example Letter Of Employment Military Eb 5 Case Study Science Fair Research Paper Steps Creative Nonfiction Writer List Ielts Essay Topics Examples Creative Writing Kuala Lumpur Essay On I Love My India In Hindi Research Paper 5 Pages Sat Essay Rubric Pdf Cover Letter For An Academic Position Cover Letter Template Gmail Equity Research Report Sample Pdf Scientific Research Paper Abstract Case Study Research For Business Farquhar Request Letter For Bank Guarantee Format Free Research Papers For College Essay Body 1 Essay On Poor People In India Case Study On Patent Law How To Write A Narrative Essay Topics Creative Writing Summer School 2011 Argumentative Essay Fast Food Obesity How To Do Something Essay Topics Writing A Perfect Personal Statement For Cv Free Nclex Questions On Critical Thinking Finance Homework Help India College Application Essay Layout Ocr Critical Thinking Paper 2 How To Cite In Research Paper In Apa Format The Critical Thinking Website Cover Letter Template With No Name Essay Edge Yelp I Need To Type A Paper But I Don#39t Have Microsoft Word Persuasive Essay About Electric Cars How To Write Research Paper Cover Page Kes Essay Questions Research Paper Video Streaming Case Study Houses Los Angeles Summary Of King Lear By Chapter Do My Homework Research Paper Sample Mla Style Annotated Bibliography Apa Purdue Owl Urdu Essays For O Level Critical Thinking Why Is It So Hard To Teach Cover Letter Ebook Free Download Case Study Research Law In Text Citation Chicago Style Film Creative Writing Major Requirements Ucr Writing Essay Rubrics High School Essay Grading Software Open Source Essay About Love Before Marriage Speeches Essay Questions Critical Thinking By Bell Hooks How To Write A Paper Outline Mla Case Study Guerilla Marketing Critical Thinking In The History Classroom Example Of Personal Essays For College Admission Ap Biology Essay Questions And Answers Critical Thinking For Everyday Life Write A Book Report Example Essay Examples Mla Format Systematic Literature Review Grid Extended Essay Final Checklist Project Management Term Paper Example Cover Letter Name Examples Resume Interactive Essay Organizer Personal Statement Help Uc Research Paper Page 1 I Need Someone To Do My Accounting Homework Write On Paper Online Essay On Urban Legends Creative Writing Titles Year 6 My Best Friend Essay In Gujarati Essay On Moral Leadership Sample Mph Admission Essay Professional Essay Writers Australia Essay Topics Spanish Civil War Cover Letter No Address Informative Essay Hooks Critical Thinking In Wikipedia Resume Cover Letter Template Career Change Case Study Questions For Analyst Interview Teaching Coursework Qmul Research Paper Sample Table Contents Phd Literature Review Ppt Critical Thinking 6 Comparing Rationing And The Price System Critical And Creative Thinking For Teenagers Creative Writing Courses Jhb I Need Help Writing My Research Paper Essays On Quantitative Research Resume Writing Services Los Angeles College Essay Vocab Words Essay Topics For Youth Free Online Essay Grader Mla Citation Playbill Automatic Essay Writer Free Spanish Essay Maker How To Write My First Book Report Personal Statement Security Officer Resume Where Can I Write Essays On My Mac Creative Writing Programs London Uk Writing Essays In English Ielts Essay Sample Sentences Example Of An Explication Essay Of A Poem Case Study 1 Ethics And Local Governance Essay On Time And Money Creative Writing Courses Bangalore Creative Writing Colleges In Japan Writing An Essay For University Application Free Online Writing Homework Help Essay Writing French A Level Cover Letter Layout For Job Application Writing Prompts For Kids Fourth Grade Example Of A Good Conclusion For A Critical Essay Senior Exit Essay Examples Application Letter Internship Finance Research On Video Games Addiction Application Letter Guide Critical Thinking In College Writing Request Letter For Hotel Booking Essay On Nature For 5th Grade Help Assignment Australia Marketing Case Study Approach Critical Thinking High School Curriculum Essay About Love And Relationship Personal Statement Csu Research Studies On Autism What Should I Write My Persuasive Essay About Creative Writing Jobs Tampa Dental Literature Review Topics Persuasive Essay 9th Grade Rubric Writing An Essay For College Acceptance Creative Writing Group Rules Personal Statement For Nc State University Examples Of Annotated Bibliography In Psychology Teacher Application Letter Of Interest Pgce Personal Statement Primary Psychology

More Than Market Research - Gain The Information Advantage

Tom H. C. Anderson - Next Gen Market Research™ header image 6

What’s Happening to Innovation - Must Traditional Positioning Die?

October 28th, 2008 · No Comments

Tom H. C. Anderson Speaks with Innovation Guru, Alf Rehn

Alf Rehn - Anderson Analytics
Innovation Guru

Alf Rehn
 

Today I’m speaking with Marketing and Innovation Guru Alf Rehn. Alf is one of Finland’s foremost business thinkers and we recently met at the Swedish Marketing Federation’s “Trends Day” where we both spoke about new ways to succeed in a consumer controlled environment. Alf has some very interesting thoughts on how to remain competitive in a more dynamic, complex and global market which is posing ever new challenges.

In a world where everyone is looking to copy the current marketing icon and become the next Apple, Alf suggests that we instead focus on new, less traditional areas. Areas such as that within the youth subculture, where creation is already occurring at a rapid pace. Even though creativity and innovation are popular buzz words in modern marketing, these words often become nothing more than words used to legitimize corporate attempts at controlled change, not in leveraging true innovative change. Alf challenges firms to ask themselves whether they are ready to take creativity seriously and understand and accept the customer driven creativity already occurring at a frenzied pace within our markets, even if it means giving up control…

Tom Anderson: Well, Alf, many of my readers may not know who you are and what you do, so would you mind starting by introducing yourself?

Alf Rehn: Sure, Tom. I feel like an odd mix, really. I am first and foremost a bona fide academic, having held a professorship of innovation and entrepreneurship at the Royal Institute of Technology (Stockhom, Sweden) and currently acting as the chair of management and organization at Åbo Akademi University (Finland). But I’m also working internationally and with leading companies as a speaker and a consultant on innovation, creativity and so on. Sometimes these two things, the academic and the more practical bit, are difficult to combine. Still, I get easily bored, so I feel I need the different arenas. Basically, I’m a free-range thinker!

Tom Anderson: You’ve raised a few eyebrows by publicly criticizing the current fascination for innovation. Would you mind explaining why?

Alf Rehn: When you look at the way in which people talk about innovation today, you can’t escape the feeling that innovation has become just another comforting word, a security blanket for the management guru set. Everyone is extolling it, and everybody is saying the exact same thing! Unless we can put some energy into the debate, it will soon become just another empty phrase, echoed by politicians, bureaucrats and CEOs alike. So I’ve started playing around with the concept, suggesting that in a world where everyone is trying so very hard to be innovative, perhaps the most creative thing is to try to be something else entirely.

Tom Anderson: Such as what, exactly?

Alf Rehn: Well, recently I’ve become more and more fascinated about issues such as copying. In a globalized world, with contemporary information technology and modern production set-ups, anything and everything can be copied. One might even say that products, in and of themselves, are becoming unimportant. Not so that the material aspect of things is becoming irrelevant - that will never happen - but that the fascination we have for stable identities and control over our products may have to go the way of other old-world forms of thinking.
Today, if you produce things, you have to forget about being sure you can control what happens to the product, and you have to make peace with the fact that you will be copied - and fighting it might no longer be an option.

Tom Anderson: Isn’t this just waving a white flag, effectively killing innovation?

Alf Rehn: I can see how it might look like that. But I actually think that by freeing ourselves from the locked-in notion of innovation we might see a more interesting world emerging. One where innovation will become a much more dispersed notion, not one tied to notions of legal barriers and the obsession with control. People have been innovating for a long time, and they will continue to do so. What we’ve seen recently is not a real interest in innovation, but an interest in controlling it. This is management taking over creativity, rather than the other way around. And we can’t go on like this for too long, for with increasing control comes increasing risk - as we’ve recently seen.

Tom Anderson: So what do you think companies need to do?

Alf Rehn: Right now, I believe the greatest challenge for corporations is learning to live in a post-control society. In an age when everyone can Twitter about how lousy you are, where advances in personal fabrication is pointing to a future beyond corporate production, and where more and more companies are realizing that customizing and accessorizing is a necessary part of the new value chain, the old ideas of a company being able to exert control over the customer and over the marketplace is becoming evermore dangerous. So companies need to ask themselves some hard questions about exactly what they want and can control in such an age, and try to reinvent themselves for a more dispersed and distributed age. Maybe the age of the monolithic corporation is simply over.

Tom Anderson: So you’re saying that we need smaller, nimbler companies?

Alf Rehn: Absolutely. Consumers are becoming nimbler, more dynamic, and companies need to follow suit. You, being in the information business, have seen this already. The fragmentation out there is increasing, and at the same time new networks are rapidly forming and morphing. We need to develop an anamorphic view of strategy, one that will enable more than just one essential understanding of the market and more than just one way of looking at innovation. The strategist of the future will have to combine the skill sets of a designer, a marketer and an artist, and never get stuck in control-centered ideas such as “positioning” or “capturing” anything.

Tom Anderson: I agree, companies who are pre-occupied with positioning and control are likely to be left behind in this new consumer controlled market. I do believe that next generation researchers need to think differently, and make business and research more nimble and fun (less controlling). I’m looking forward hearing more of your thoughts on innovation and reading some of your recent work.

[Professor Alf Rehn is Chair of Management and Organization (Åbo Akademi University, Finland) and Free Agent of Alfrigg Inc.]

[Post to Twitter] 

Tags: Academia · Anderson Analytics · Business Guru · CGM · Conferences · GenX2Z · Marketing · Marketing Guru · Positioning · Strategy · Tom H. C. Anderson · global market research · innovation

0 responses so far ↓

  • There are no comments yet...Kick things off by filling out the form below.

Leave a Comment