Ideas at Work: Sparkling Innovation

6 Pages Posted: 29 Jun 2010

See all articles by Julian Birkinshaw

Julian Birkinshaw

London Business School

Peter Robbins

National University of Ireland, Maynooth (NUI Maynooth) - Department of Innovation & Design; The Innovation Foundation

Abstract

Peter RobbinsJulian BirkinshawGlaxoSmithKline faced a situation common to large global organisations: how to allocate marketing resources to smaller, regional brands. and report on the company's inventive approach to worldwide marketing that led to the development of a unique and productive network. Julian Birkinshaw Peter Robbins

Suggested Citation

Birkinshaw, Julian and Robbins, Peter, Ideas at Work: Sparkling Innovation. Business Strategy Review, Vol. 21, Issue 2, pp. 07-11, Summer 2010. Available at SSRN: https://ssrn.com/abstract=1630005 or http://dx.doi.org/10.1111/j.1467-8616.2010.00655.x

Julian Birkinshaw (Contact Author)

London Business School ( email )

Sussex Place
Regent's Park
London, London NW1 4SA
United Kingdom

Peter Robbins

National University of Ireland, Maynooth (NUI Maynooth) - Department of Innovation & Design ( email )

National University of Ireland
Maynooth, County Kildare
Ireland

HOME PAGE: http://business.nuim.ie/people/peter-robbins

The Innovation Foundation ( email )

NovaUCD
Belfield Innovation Park
Belfield, Dublin 4
Ireland
+353-1-716 3700 (Phone)

HOME PAGE: http://www.innovationfoundation.ie

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