Document Type
Conference Proceeding
Conference Track
Marketing Management/ Strategy/ Branding
Publication Date
2014
Abstract
This non-empirical paper describes the innovation strategy for Aetna, Inc. This company is a national managed care organization, and although it is already large in scope, it operates more like a government agency rather than an innovative organization (Schack, 2000). This paper will highlight the theories, or ingredients, of innovation strategy, followed by an explanation of how the theories support and help in the creation and application of the recommended innovation strategy for Aetna. This paper also describes the organizational design model that drives innovation, the processes that enable innovation, and the success factors necessary for people to develop and implement innovation within the organization. Finally, this paper will offer a definition of essential innovation success measurements and will integrate corporate social responsibility (CSR) and sustainability as a function of the organization’s innovation strategy.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Cruickshank, Elizabeth and Haan, Perry, "Building an Innovation Strategy" (2014). Association of Marketing Theory and Practice Proceedings 2014. 14.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2014/14
About the Authors
Elizabeth Cruickshank (MBA, Rollins College) is the Senior Director, Medicaid Product Development for WellPoint, Inc., and CEO of Cruickshank Consulting, LLC, a strategic marketing consulting firm in Chesapeake, Virginia. Cruickshank is an experienced journalist, novelist, and business development professional, specializing in state and federal health care contracts. She is currently completing her Doctorate in Business Administration at Capella University, is a member of the American College of Healthcare Executives, the American Marketing Association, and the National Register Who’s-Who in Executives and Professionals.
Perry Haan (DBA, University of Sarasota) is Professor of Marketing and Entrepreneurship at Tiffin University in Tiffin, Ohio. Haan served as Tiffin University Dean of the School of Business from 2007-2010. He has authored or co-authored over 60 peer reviewed articles. He co-authored a textbook Practical Statistics for Business. His research interests include entrepreneurship, international business, ethics, sales and sales management, education marketing, and sports marketing.