LongConversation One (1-4)
W: (1)So Mike, youmanaged the innovation project at CucinTech.
M: I did indeed.
W: Well then, first,congratulations! It seems to have been very successful.
M: Thanks, yes. Ireally helped things turn around at CucinTech.
W: (2)Was therevival in their fortunes entirely due to strategic innovation?
M: Yes, yes I think itwas. CucinTech was a company who were very much following the pack, doing whateveryone else was doing, and getting rapidly left behind. I could see there wasa lot of talent there, and some great potential—particularly in their productdevelopment. I just have to harness that somehow.
W: Was innovation atthe core of the project?
M: Absolutely. If itdoesn't sound like too much of a cliché, our world isconstantly changing, and it's changing quickly. (3)We need to be innovatingconstantly to keep up with this. Stand still, and you're lost.
W: No stopping to sniffthe roses?
M: Well, I'll do that in my personal life, sure. (3)But as a business strategy, I'm afraid there's no stopping.
W: What exactly is strategic innovation then?
M: Strategic innovation is the process of managing innovation, of making sure it takes place at all levels of the company, and that it's related to the company's overall strategy.
W: I see.
M: So, instead of innovation for innovation's sake and new products being created simply because the technology is there, the company culture must switch from these point-in-time innovations to a continuous pipeline of innovations from everywhere and everyone.
W: How did you align strategies throughout the company?
M: I soon became aware that campaigning is useless. People take no notice. Simply it came about through good practice trickling down. This built consent—people could see it was the best way to work.
W: Does innovation on this scale really give a competitive advantage?
M: I am certain of it.Absolutely. Especially if it's difficult for a competitor to copy. (4)The risk is, of course, that innovation may frequently lead to imitation.
W: But now is it strategic?
M: Precisely!
W: Thanks for talking to us.
M: Sure.
1. What seems to have been very successful according to the woman speaker?
2. What did the company lack before the man's scheme was implemented?
3. What does the man say he should do in his business?
4. What does the man say is the risk of innovation?
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