Innovation matters because it's the only way to turn a corporate strategy into real accomplishments, writes Langdon Morris. Firms such as Starbucks, Disney, Toyota and BMW succeed because they're innovative, not just because they've got great business models, Morris argues. "[T]he important role that innovation plays in transforming the concepts of strategy into realities in the marketplace tells us that none of these companies could have succeeded without innovation," he writes.
Strategy and innovation are inextricably linked
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