The stars of American business tend today to be innovators such as Amazon (the internet bookstore) and Wal-Mart (the supermarket chain) which have produced completely new ideas or products that have changed their industries. Firms have found that it is increasingly difficult to redesign existing products or to produce them more economically. Innovation has become a major concern of American management. But the company and others like it are beginning to seriously worry large American firms, who see such half-crazy new and innovative ideas as a threat to their own future success. hl ten years’ time, consulting a computer about your diet problems might seem natural or it might seem absurd. Umagic Systems is a young firm and it’s hard to predict how far they’ll go. In the small Umagic office in midtown Manhattan, a team of 30 computer programmers are working on setting up websites that will allow subscribers to feed in details about themselves and their problems and to receive advice from ‘virtual’ versions of personalities regarded as experts in their fields: for example, a well-known dietician, a celebrity fitness trainer, a psychologist well known in the media for here work on parent-child relationships. American companies fear that innovation is the secret of success-and that they cannot innovate
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