Annique Un, C.; Cuervo-Cazurra, Alvaro - In: Strategy process, (pp. 319-348). 2005
We analyze the role of top managers in the process of improving existing products in large established firms. The results of an inductive study reveal two key arguments. First, we find that the process is an “involved” top-down approach, rather than middle-up-down or bottom-up, discussed in...