Marketing Science
Gerard J. Tellis is Director of the Center for Global Innovation, Neely Chair of American Enterprise, and Professor of Marketing, Management & Organization at the Marshall School of Business, the University of Southern California, Los Angeles, CA. He specializes in…
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Gerard J. Tellis (PhD Michigan) is Professor Marketing, Management, and Organization, Neely Chair of American Enterprise, and Director of the Center for Global Innovation, at the USC Marshall School of Business. He is an expert in innovation, advertising, new product…
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How to battle-test your innovation strategy
Here is an excerpt from an article featured in The McKinsey Quarterly, published by McKinsey & Company, in which Marla M. Capozzi, John Horn, and Ari Kellen explain how and why leading companies use war games to focus better on…
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