Darwin and the Demon: Innovating Within Established Enterprises
Geoffrey A. Moore (2004) · Harvard Business Review
StrategyInnovation managementCorporate entrepreneurship
Established firms should not treat innovation as one generic activity. Moore argues that different types of innovation create better returns at different stages of a market's life cycle, and that mature firms must fight organizational inertia by renewing innovation while extracting resources from legacy activities.
Key findings
- Innovation takes multiple forms, including disruptive, process, and experiential innovation.
- The type of innovation that creates the best return depends on the stage of the market or product-category life cycle.
Method
Conceptual article, Managerial framework