MANAGING INNOVATION - WHEN LESS IS MORE

An analysis of many highly successful and ''visionary'' companies reve als the existence of corporate cultures Thai emphasize adherence to co mpany goals and cohesiveness within the group. While such cultures fan improve effort, morale, and productivity they also tend to thwart inn ovation-limiting not only the expression of ''original'' ideas, but ev en their production Research in social psychology suggests that flexib ility to changing circumstances and innovation is better served by a ' 'culture'' that not only tolerates, but welcomes dissent and minority views. Such dissent-even when wrong-stimulates better decision making and innovation. Thus, the proper harnessing of dissent may provide a m echanism for creating unity without uniformity and for igniting the '' spark'' of innovation.