How to Kick Off an Innovation Project
Life is beautiful. Work can be, too.” So ends a fantastical commercial for the office supplies company, OfficeMax (OMX), which aired in cinemas earlier this year. 
More than just a new marketing campaign, the ad reflects a new direction for a company that had previously based its competitive strategy on price and location. The problem: OfficeMax wasn’t gaining any ground against Staples (SPLS), the leading office supply company. In a bland, undifferentiated market, consumers tended to buy paper and ink at one store or the other based on convenience, rather than any sense of brand loyalty. Read more:
Technorati Tags: Jessie Scanlon, BusinessWeek, OfficeMax, GravityTank, Ryan Vero, Shailesh Patel, NCET, Nevada’s Center for Entrepreneurship and Technology
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