However, even if corporates were to
acknowledge the merits of this
dynamic approach, they are fundamen-
tally prevented by their size, structure
and priorities from truly adopting a
startup mentality. Simply put, innova-
tion in the corporate world equates
to risk. Risk of wasted resources,
both in terms of dollars and man-hours.
Risk of reputational damage if a
creative project fails to bear fruit and
in exceptional cases, the risk that a
new product or technology will be so
successful that it will reshape the
industry, making it less favourable
to the company who developed it.WHY DO BIG CORPORATES FAIL
TO INNOVATE?
While large companies are too big
and have too much on the line to be
truly creative, total disregard for
innovation is not an option. These days,
companies understand that they have
to continue innovating if they want to
guard against the threat of dynamic49http://www.businesschief.com