Aaker Innovation Operations Strategy 
Harvard Business Review
APRIL 7, 2011
Marketing strategies geared toward this approach feature constant, incremental enhancements to the offering's attractiveness, reliability, or price, in hopes of getting buyers to take a second look at a familiar brand. The problem is that incremental innovation and investments in marketing rarely change the market share structure.
Harvard Business Review
MAY 31, 2011
As a facilitator, the CMO group at Nestle operates centers of excellence around topics such as the Hispanic market, mom & kids, and Walmart which are shared across silos. Too often silos are constrained and fail to create brilliant offering or marketing innovations. Identify and leverage great ideas. Any others come to mind?
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