All companies from major multinationals to start-ups face a common challenge: how to keep growing. These firms find it difficult to sustain growth because they become risk averse opting for safer incremental product and service improvements instead of more rewarding but riskier major initiatives according to a study by Wharton marketing professor George S. Day. Companies Day says need to better understand the risks inherent in different levels of innovation and achieve a balance between BIG I innovation and small i innovation.

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