LOOK DEEPER INTO STRATEGY FOR UNDERLYING DRIVERS
I want to refer to the last posting of NBC announcing they will make their shows available free of charge to be downloaded and used for one week before the download disintegrates (like the Mission Impossible opening tapes)
"NBC Universal said yesterday that it would soon permit consumers to download many of NBC’s most popular programs free to personal computers and other devices for one week immediately after their broadcasts"
The caveats are you can not skip the commercials and that after the first week you can buy the download so it becomes yours forever.
The learning to be shared here is there are often underling drivers to strategy aside from the obvious –in this case combating Apple’s iTunes dominance. I had dinner with a close friend who is a retired executive from the Nielson Rating Company, and after describing this announcement he smiled – the reason for the free one week “trial” period as NBC calls it is that Nielson now rates viewer ship in the digital media and all their ratings must be done in the first week after the TV spot is shown. So, NBC is not only combating iTunes route to market dominance in this space, they are also going after the 20 to 30 year old listeners for the Nielson rating which is gold to them.
Bob Cooper, Academic Director and Senior Fellow at the Kellogg School of Management, will share his insights into the challenges associated with business growth and innovation to create and stimulate a community of interested participants. This is the backbone of my exec. ed. class on Driving Organic Growth through Innovation: http://www.kellogg.northwestern.edu/execed/Programs/ORGGROW.aspx
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Underpinning of Driving Organic Growth Blog
by Robert Cooper
After much investigation I found four critical components of a successful corporate innovation effort and have tagged the posts in this blog appropriately.
The Critical Role of Leadership
Leadership must frame the overall innovation effort; make the critical resource decisions in a transparent fashion; clear any obstacles that would impede momentum; legitimize the initiatives within the corporation; and, play a major role in setting the climate for innovation.
The Importance of an enabling Corporate Climate
Corporate Climate deals with the: cultural barriers to growth through innovation; the skills required; the incentive systems to create the right behavior; the managing systems and attitude. We have found that managing business risk is an absolutely critical component to a successful, sustainable innovation effort.
Sources of Ideas
Ideas are of course the basis for innovation. Where they come from is changing dramatically. We will discuss this thoroughly going forward. However, you will fall way short if all you do is generate ideas.
The Importance of Process
Process is the final component to a successful innovation effort and we will share what different companies have tried. Within this group there are sub-groups of Managing Uncertainty, Being Ambidextrous and Creating Competitive Separation.
After much investigation I found four critical components of a successful corporate innovation effort and have tagged the posts in this blog appropriately.
The Critical Role of Leadership
Leadership must frame the overall innovation effort; make the critical resource decisions in a transparent fashion; clear any obstacles that would impede momentum; legitimize the initiatives within the corporation; and, play a major role in setting the climate for innovation.
The Importance of an enabling Corporate Climate
Corporate Climate deals with the: cultural barriers to growth through innovation; the skills required; the incentive systems to create the right behavior; the managing systems and attitude. We have found that managing business risk is an absolutely critical component to a successful, sustainable innovation effort.
Sources of Ideas
Ideas are of course the basis for innovation. Where they come from is changing dramatically. We will discuss this thoroughly going forward. However, you will fall way short if all you do is generate ideas.
The Importance of Process
Process is the final component to a successful innovation effort and we will share what different companies have tried. Within this group there are sub-groups of Managing Uncertainty, Being Ambidextrous and Creating Competitive Separation.
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