Get back in the box : innovation from the inside out - RUSHKOFF (New York : Harper Collins Publishers, 2005)
On a landscape that seems to be transforming ifself with every new technology, marketing tactic, or investment strategy, businesses rush to embrace change by trading in their competencies or shifting their focus altogether. All in the name of innovation. But this endless worrying, wriggling, and trend watching only alienates companies from whatever it is they really do best.In the midst of the headlong rush to think "outside the box," the full engagement responsible for true innovation is lost. New consultants, new packaging, new marketing schemes, or even new CEOs are no substitute for the evolution of our own expertise as individuals and as businesses.
Keywords: Business enterprises -- Computer network resources; Evolutionary economics; Internet; Technological innovations -- Economic aspects