Attitudes,structure and behaviour in a successful company

Marketing and innovation represent the key to the future success of any company. This paper considers what these dual concepts mean to the attitudes, structure and behaviour of a company, and takes a pragmatic look at the ways in which management can stifle or suppress innovation in a company. The author concludes by stating that a successful company should have a positive attitude toward innovation and meeting the needs of its customers. Its organisational structure should be one which promotes customer contact and the process of innovation.