that “when Kelly [Johnson] heard about the inci-
dent, he promptly fired me. It didn’t really matter,
since he was firing me about twice a day anyways.”
At the request of the comic strip copyright holders,
Lockheed changed the name of the advanced devel-
opment company to “Skunk Works” in the 1960s.
The name “Skunk Works” and the skunk design are
now registered trademarks of the Lockheed Martin
Corporation.” Retrieved from Wikipedia August 2,
2006, http://en.wikipedia.org/wiki/Skunk_Works.
- R. Burgelman, “Strategy Making as a Social
Learning Process: The Case of Internal Cor-
porate Venturing,” Interfaces 18, 1988:
74–85.
- R. Garud and A. Van de Ven, “An Empirical
Evaluation of the Internal Corporate Ven-
turing Process,” Strategic Management Jour-
nal13, 1992: 93–109.
- D. Garvin, “Spinoffs and the New Firm For-
mulation Process,” California Management
Review25, 1983: 3–20.
- A. Hargadon, “Are You Looking in All The
Wrong Places?” Retrieved from the Web
August 2, 2003, http://www.darwinmag.
com. Excerpt reprinted from How
Breakthroughs Happen: The Surprising Truth
About How Companies Innovate (Boston:
Harvard Business School Press, 2003).
- Chocolate lovers will want to know how they
did this and what the result actually was.
From their own Web site comes this descrip-
tion:
The unique properties of chocolate presented a
wealth of rich material for eleven designers to explore,
inspiring new modes of manufacturing and eating
and creating a collection with an emphasis on ritual,
delight, inquiry, and surprise. Six concepts, brought
to life by Chocolates a la Carte, are shown here:
- A chocolate with a removable top, it easily reveals
its center and prevents the tragedy of the half-
eaten chocolate.
- These bundled strands give the chocolate lover a
choice of two sensations, to eat it slowly strand
by strand or chomp it all at once.
- This chocolate’s center can be reached only by
licking or by breaking off the petals one at a time.
She loves me, she loves me not.
- An olive-like chocolate that is worn on the finger.
Since chocolate melts at 96° F, it can be used to
finger-paint—and cleanup will be delicious!
- This chocolate hides its secret only a little: a cher-
ry, still sealed in a plastic pouch, creating a
moment’s delay before eating.
- A translucent corn-starched candy holds a rich
French brandy, which continues into the choco-
late half. Stirring it into coffee melts the choco-
late and releases the liquor.”
(Retrieved from the Web September 6, 2006.
http://www.ideo.com/portfolio/re.asp?x=
50084 )
- This section on IDEO has relied on a number
of sources. They include: B. Nussbaum, “The
Power of Design,” BusinessWeek Online, May
17, 2004. Retrieved from the Web March 30,
2006, http://www.businessweek.com;
Hargadon, 2003; T. Kelley and J. Littman,
The Ten Faces of Innovation: IDEO’s Strategies
for Beating the Devil’s Advocate & Driving
Creativity Throughout Your Organization
(New York: Currency Books, 2005); IDEO’s
Web site: http://www.ideo.com.
- M. Shilling, Strategic Management of
Technological Innovation (New York:
McGraw-Hill Irwin, 2005).
- Allen, 2003.
- Shilling, 2005.
- G. Stevens and J. Birley, “3000 Raw Ideas
Equals 1 Commercial Success,” Research and
Technology Management 40, no. 3, 1997: 16-
- R. Dorf and T Byers, Technology Ventures:
From Ideas to Enterprise(New York: McGraw
Hill Higher Education, 2005).
- Kim and Mauborgne, 2005.
- Examples of classic tag lines:
•“I’m Going to Disney World!”—The Walt
Disney Company during and after the Super
Bowl
•“Let your fingers do the walking.”—Yellow
Pages, 1964, Geers Gross
•“I’m lovin’ it”—McDonald’s
•“Must See TV”—NBC, late 1990s
•“The First Kid’s Network”—Nickelodeon
•“Breakfast of Champions”—Wheaties, 1935,
Blackett-Sample-Gummert (later “The
Breakfast of Champions” into the 1990s)
•“Bet you can’t eat three”—Shredded Wheat
•“Where Do You Want To Go Today?”—
Microsoft, 1990s
•“Intel Inside”—Intel
•“Can’t Get Enough of That Golden Crisp”
•“Getting There Is Half The Fun”—Cunard
Line
Notes 561
