Innovation Challenge: Your Market is Never Stable

ABSTRACT:
Your market is never stable. One dangerous assumption that organisations make is that they know what market they are in, and that this will remain stable. Information technology is wreaking havoc on traditional industry boundaries. John and I visited a research lab for an engineering company last week, and it was very clear from the projects that they are working on that the firms that will win in this traditionally very conservative industry will be the first ones to become fully knowledge-based. As projects get more complex and more expensive, managing the flow of data becomes increasingly important.

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