Exploiting Chaos

150 Ways to Spark Innovation During Times of Change

150 Ways to Spark Innovation During Times of Change - an award-winning business innovation book by Jeremy Gutsche, CEO of Trend Hunter

Issue link: http://book.trendhunter.com/i/42053

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CULTURE OF REVOLUTION · Perspective Explore uncer tainty SMITH CORONA was not blind to emerging trends. The company had deep pockets, Ivy League-educated managers, a legacy of innovation, and an appetite for new ideas. In 1990 the vp of Marketing, Fred Feuerhake, observed that the industry was "in a period of transition between typewriters and word processors." One year later, Smith Corona formed a partnership with the Acer com- puter company.18 The Acer deal meant Smith Corona was cooking in the personal computer kitchen. 60 The partners concocted a recipe for a new product line branded "Simply Smart." The machines were targeted at Smith Corona's less sophisticated customers. They featured easy-to-use soſtware and a low pricepoint. The partnership was a reasonably good strategy. Although he dismissed the significance, ceo G. Lee Thompson noticed the progress: "[Computers] are a logical extension of our line." As a big player, it is never too late to get into the game.

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