Large businesses don’t have to be lousy innovators

strategy+business, April 11, 2019

by Theodore Kinni



Photograph by Kanchisa Thitisukthanapong

Gary Pisano, author of Creative Construction: The DNA of Sustained Innovation, doesn’t buy the idea that large enterprises are inherently lousy innovators. Back in 2006, Pisano, the Harry E. Figgie Professor of Business Administration at Harvard Business School, traced the origin of every drug approved by the FDA over a 20-year period to either one of the world’s 20 largest pharmaceutical companies or one of the 250 smaller, supposedly more innovative biotechs. When he compared the two groups, he discovered a “statistical dead heat” — R&D productivity was no better in the smaller biotechs than in big pharma.

Pisano also points to anecdotal evidence to support his opposition to the conventional wisdom about innovation in large enterprises. For every big, established company that failed at transformational innovation (think Blockbuster, Kodak, and Polaroid), he points to another that has succeeded. In 1964, when IBM announced its revolutionary 360 mainframe computers, it was already the largest computer company in the world and ranked 18th on the Fortune 500. In 1982, when Monsanto scientists invented the foundational technology for GMOs (genetically modified organisms), the company was 81 years old and number 50 on the Fortune 500. And in 2007, when Apple launched the iPhone, it had sales of US$24 billion and already stood at 123rd on the Fortune 500.

Pisano says that the difference between a Blockbuster and an IBM is the ability of leaders to sustain and rejuvenate the innovation capacity of their companies. It’s an ability he calls “creative construction,” and he writes that it “requires a delicate balance of exploiting existing resources and capabilities without becoming imprisoned by them.”

Walking that tightrope is a challenge for large companies. It’s tough to move the needle with innovation when the needle’s scale is measured in billions of dollars. “For J&J [Johnson & Johnson] to maintain its historical rate of top-line growth,” reports Pisano, “it must generate about $3 billion–$4 billion of new revenue per year.” The complexity of managing innovation in large organizations can also be daunting. “When you get to be the scale of a J&J, you have a lot of moving parts,” he explains. “You now have a system with serious frictions. Friction impedes mobility. Lack of mobility means lack of innovation.”

But large companies also have some advantages that can give them a leg up in innovation. “Larger enterprises like J&J have massive financial resources to explore new opportunities,” says Pisano. They can hedge their bets, tap deep reservoirs of talent, navigate regulatory agencies, and use their huge distribution networks and strong brands to roll out new products to millions of existing customers. Read the rest here.