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	May 7, 2008 Sir Richard Branson On Innovation And Its Role In Marketing by Henry H. Harteveldt with Carrie Johnson, Kate van Geldern

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Executive Summary

Forrester interviewed Virgin Group Chairman Sir Richard Branson at Travel Industry Associaton's (TIA's) TravelCom 2008 on the occasion of his receiving the conference's first-ever Steve Fossett Innovation Award. Richard made several points about innovation that are relevant to marketing leaders in any industry: being genuine in the new products or services you bring to market; being open to ideas from outside your industry; and accepting and rewarding risk-taking within the marketing organization.

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