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The New Entrepreneurial Leader by H. James Wilson, Kate McKone-Sweet, Danna Greenberg

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CHAPTER 2Creation Logic in Innovation: From Action Learning to Expertise

Sebastian K. Fixson and Jay Rao

Most people view product as the one aspect of a business over which they have absolute control—unlike capital, say, or employees. But most products I have seen develop a life of their own, beyond anyone’s power to control. Just look at this innocent little snack called Smartfood, which has managed to reroute the lives of everyone drawn into its orbit (Kahn 1988).

SMARTFOOD, A SNACK FOOD MADE FROM PREMIUM-QUALITY WHITE popcorn sprinkled with aged white cheddar cheese, was first introduced to the New England market in 1985 and quickly became America’s leading snack food, with sales going from $500,000 in 1985 to $18 million in 1988. What is ...

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