Building repeatable innovations at Microsoft

Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – In its early days, Microsoft focused on incremental technology innovation and product optimization. The combination of this one‐two punch of innovation in business model and technology enhancement has enabled Microsoft to become one of the most successful and profitable software companies in the world. Practical implications – Provides strategic insights and practical thinking that have influenced some of the world's leading organizations. Social implications – This briefing provides insights on the cultural environment and changes that need to occur to implement innovation planning methods within large enterprises. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.