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Rethinking Marketing and Innovation

In: Collaboration and Co-creation

Author

Listed:
  • Gaurav Bhalla

    (Knowledge Kinetics, Inc.)

Abstract

At several places in this book, we have pointed out how the operating reality of collaborative organizations is very different from that of command and control, functional organizations. In doing so, we have resisted the temptation to make sensational and sweeping statements that predict the demise of the hierarchical-functional company. Nor have we likened collaboration and co-creation to a tsunami that will forever change everything. Collaboration and co-creation is still in its infancy. Where exactly it will settle between the two extremes of nothing will change to everything will change is still to be determined.

Suggested Citation

  • Gaurav Bhalla, 2010. "Rethinking Marketing and Innovation," Springer Books, in: Collaboration and Co-creation, chapter 0, pages 123-143, Springer.
    • Handle: RePEc:spr:sprchp:978-1-4419-7082-4_7
    DOI: 10.1007/978-1-4419-7082-4_7
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