Purpose – This paper aims to discuss how two innovative firms – the French telecommunications firm Orange and the California‐based global networking firm Cisco – have gained competitive advantage from using the co‐creative enterprise business concept to generate sustainable growth....

Purpose – Advising top management how to find the right balance between corporate creativity and efficiency in order to turn innovation into commercial reality. Design/methodology/approach – The author interviewed senior corporate managers and reviewed the literature. Findings –...

Purpose – Creating a fundamentally different business in the shadow of the old one – while its assembly lines continue to roll – is a daunting challenge. Bain consultant Chris Zook recently published the last book in a trilogy which addresses the question of how to make “fundamental...