Why all great digital firms will build or buy an ad network
On the Advertising Age site, ad network exec Todd Sacerdoti confidently forecasts the future for his profession. Just as all major digital firms have either built or bought some form of email, communications, or social networking technology to unify their customer base, so too will they build or buy an ad network to unify the commercial marketplace for these customers.
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media file is a repository of links to articles and research reports for business and non-profit executives, media professionals, marketers, and others interested in the emergence of social innovation as a driving force reshaping the process of creating value in global markets. You can search the media file database from this blog or directly on Delicious.
more media file links for November 16,2009:
Why “lean” is the future of innovation
Can innovation initiatives succeed in business environments that stress efficiency and effectiveness? Sure, write the editors of Knowledge@Wharton, because lean processes force innovators to size up opportunities quickly, and move on if there’s no clear path to success. Companies typically waste a lot of time and money on product development because standards and processes for accelerating the best ideas and killing marginal ones are often implicit or nonexistent. Lean innovation works because it subjects new ideas to feasibility and marketplace tests much earlier in the development cycle than is typical for more white-coat development efforts, with the result that the greenlighted innovation already has an existing following among staff and customers.
Why innovation efforts usually fail
On the Forbes site, growth strategist Peter Hartung explains why corporate innovation initiatives have such a dismal success rate. Easy, Hartung says: Innovation is an inherently inefficient, messy, and disruptive process; whereas most corporate innovation efforts strive for the efficient and effective use of capital to leverage and preserve existing revenue streams. Such wishful thinking leads to a predictable result: Not only does the innovation effort fail, but at the end of the process the organization often finds itself on a downward spiral, with no new growth opportunities in sight to offset declines in its core business.
Why innovation is the engine of green business
Innosight’s Strategy & Innovation site documents a discussion between Innosight partner Mark Johnson and sustainability consultants Andrew Shapiro and Lewis Perkins on how innovation is jump-starting and sustaining the green economy.
Will “augmented reality” change how we know our world?
On the Harvard Business site, management consultant John Sviokla argues that while “augmented reality”--the novel technique of layering digital content on top of ordinary reality--holds the potential to spark the next revolution in business creativity, further accelerating the digital transformation of traditional industries such as media, advertising, health care, and consumer services--it also has the power to ultimately reframe our relationship with such basic concepts as information, knowledge, learning, and memory.
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