Why have great firms like HP, Kodak, GM, RIM, and Sony stumbled or failed? Why have other firms such as Google, Apple, Facebook, and Amazon gone from strength to strength. The author argues that the internal culture of the firm is the critical driver of innovativeness and the ability of firms to stay dominant and be successful. The author explains the components and dynamics of culture with examples from recent success, failures and turnarounds.

Dr. Tellis is an expert in innovation, advertising, pricing, new product growth, emerging markets, global market entry, and quality. He has published 5 books and over 100 papers (http://www.gtellis.net ) that have won over 20 awards, including the Long Term Marketing Science, Frank M. Bass, William F. Odell, Harold D. Maynard (twice), and Converse award for lifetime contributions to research. His Google Scholar cites number over 8000.

Dr. Tellis is a Distinguished Professor of Marketing Research, Erasmus University, Rotterdam, a Senior Research Associate at the Judge Business School, and a Fellow of Sidney Sussex College, Cambridge University, UK. He is an Associate Editor of Marketing Science and Journal of Marketing Research and has been on the editorial review boards of the Journal of Marketing Research, Journal of Marketing, and Marketing Science for several years. He was a Trustee of the Marketing Science Institute and the Treasure of ISMS for two terms.

His new book, Unrelenting Innovation, explains how transforming culture can enable firms to stay relentlessly innovative. His book Will and Vision: How Latecomers Grow to Dominate Markets, (co-authored with Peter Golder, McGraw Hill) explains how innovation is more important than being the first mover for long term survival. The book was cited as one of the top 10 books in business by the Harvard Business Review and was the winner of the American Marketing Association Berry Award for the best book in Marketing over the last three years. His book, Effective Advertising: How, When, and Why Advertising Works, summarizes almost 50 years of research on advertising effectiveness. It was twice nominated for the AMA/Berry Award for best book in Marketing.

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Date Presented:
April 10, 2013 1:00 PM Eastern
1 hour
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Creating a Culture for Unrelenting Innovation
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