Innovation at the U.S. Automakers

As U.S. automakers face restructuring, they must ask themselves what battle they are fighting. Should they build better cars, build cars better, or just build cars? The answer lies in winning the battle of ideas by developing and deploying a steady stream of novel ideas and inventions. To achieve this, automakers must reframe their culture using Dr. Jeff DeGraff's Competing Values framework, retrain employees in a systematic method of innovating, and redeploy innovation to design and create vehicles. This includes using innovation on non-traditional things like budgeting and hiring.