T R O J A N
I N N O V A T I O N
McDonald's is always where you "expect" it. Carrefour is "not" a retailer . . . Trojan Innovation is a term created by my friend Mr. Martin Ertl, CIO of Bombardier Transportation resulting from our in-depth analysis on innovation practices.
The concept is that the innovator chooses a perceived benefit (PB) as the prime (tried and proven) method of business, while capitalising on a real benefit (RB) as the strategic business approach. The two companies mentioned above are real estate plays i.e. RB first and food industry and retail industry leaders i.e. PB second.
Interestingly, McDonald is one of the first companies to use predictive modeling to map population growth and hence the "M" where one wants it.
More details to follow soon ...