Seth Goldman makes clear that innovation is essential for a small company to break into the packaged beverage market. In what ways can a company foster innovation?
Check all that apply. A. Organize the company with a centralized structure using functional departments and reward short-term results. B. Have employees in marketing communicate customer feedback to employees in research so that people in research work to solve customers’ problems. C. Make sure technical employees are aware of the latest technological innovations and engage in cross-functional discussion about how they could be used to achieve competitive advantage. D. Establish a cross-functional team with members from research, manufacturing, and marketing departments to guide a new product’s development from beginning to end.

B. Have employees in marketing communicate customer feedback to employees in research so that people in research work to solve customers’ problems.

C. Make sure technical employees are aware of the latest technological innovations and engage in cross-functional discussion about how they could be used to achieve competitive advantage.

D. Establish a cross-functional team with members from research, manufacturing, and marketing departments to guide a new product’s development from beginning to end.

Explanation:

To foster innovation and creativity in the company needs to create a cross-functional team to handle new ideas, this will result in every department providing relevant input that will make the idea a success.

Reduction in interdepartmental barriers will help in knowledge sharing between colleagues in different departments.

Customer feedback is very important as this makes the team focus on competitive advantage while bringing new solutions to the customer. If a new product is introduced and customers do not buy then the main aim of innovation is defeated.

A central structure discourages innovation, but a flat structure where each employee can provide valuable input fosters innovation.

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