Executive summary

Like animals in the wild, companies in the corporate jungle must reproduce to ensure the ongoing survival of their species. Innovation is corporate reproduction, and in todays competitive environment innovation is no longer optional.

Although almost everyone acknowledges that innovation is essential, most companies approach innovation in a haphazard way. Successful enterprises take a strategic approach to innovation. These companies recognise that innovation takes place at various levels in the organisation, from strategic to operational. They measure this level of innovation and compare it with that of their competition. They structure their enterprise, develop supportive systems and train staff to optimise their innovative capabilities. They also ensure that all innovation is directly related to client needs and can be delivered at the speed required by the marketplace .

Innovation can be defined as positive change resulting in new products, services or processes. Positive change is influenced by the culture of the organisation and successful enterprises deliberately create a culture of innovation. Ideas will only be given voluntarily by staff, so the soft or people management issues are vital .

Any company can become innovative in order to ensure their survival, but there are no quick fixes. Put the strategy in place and drive it from the top, support it with a culture of innovation, and you will ensure your company survives and thrives in the corporate jungle.