Aaker Innovation Operations Products 
Harvard Business Review
APRIL 7, 2011
The problem is that incremental innovation and investments in marketing rarely change the market share structure. The latter's products were irrelevant to their decision. Every category has its own stories of innovators who created a league of their own, and bought themselves years and sometimes decades with no real competitor.
Harvard Business Review
MAY 31, 2011
The challenge for the Chief Marketing Officer is to create marketing and brand building that is both exceptional and efficient in the face of country, product, and functional silos. Pharmacia had a global team representing regional silos that met to coordinate marketing globally and to coordinate new product planning.
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