Integrating the perspectives of creative thinkers and executors is key to managing the paradoxes that naturally occur in organizations while generating transformative innovation.

Why do some companies have such a difficult time creating a culture of innovation that produces results? Without innovation producing creative ideas and transformative solutions, businesses will eventually stagnate. The answer is that the innovation paradoxes create confusion and inertia at times because people tend to choose "safe" rather than new or unique.

One of the most important roles that senior management plays is change agent, requiring understanding innovation paradoxes like core functions versus transformative strategies and internal innovation versus external innovation. To maximize innovation, companies need to tap into new opportunities while enhancing existing capabilities so carefully developed over time.

Integrative management approaches recognize the...

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