The internal culture of a firm is the primary driver of innovation and can be created by a company of any size location and geographic location tellis concludes. Creating a culture for unrelenting innovation gerard j tellis unrelenting innovation is the most enduring source of growth profit and competitive advantage for firms today market leaders are in the best position to innovate because of their deep pockets rich talent and intimate knowledge of the market. The hands on guide for fostering relentless innovation within your companygerard tellis a noted expert on innovation advertising and global markets makes the compelling case that the culture of a firm is the crucial driver of an organizations innovativeness. The hands on guide for fostering relentless innovation within your company gerard tellis a noted expert on innovation advertising and global markets makes the compelling case that the culture of a firm is the crucial driver of an organizations innovativeness. The traits are the result of market dominance or incumbents curse and gets built up over years of market dominance the three practices can be promoted by senior management within the firms to try and build the right culture of innovation