Business Chief Europe Magazine August 2019 | Page 45

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However , even if corporates were to acknowledge the merits of this dynamic approach , they are fundamentally prevented by their size , structure and priorities from truly adopting a startup mentality . Simply put , innovation in the corporate world equates to risk . Risk of wasted resources , both in terms of dollars and man-hours . Risk of reputational damage if a creative project fails to bear fruit and in exceptional cases , the risk that a new product or technology will be so successful that it will reshape the industry , making it less favourable to the company who developed it .

While large companies are too big and have too much on the line to be truly creative , total disregard for innovation is not an option . These days , companies understand that they have to continue innovating if they want to guard against the threat of dynamic

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