Annotated Bibliography Paper

Annotated BibliographyName:Institutional AffiliationInnovation and Strategic ManagementMorris, L. (2011). The innovation master plan: the CEO's guide to innovation.Morris discusses the importance of innovation in the technology industry. According to the author, innovation is not only essential to a company’s strategy survival but also market leadership in a competitive environment. He gives an example of Apple Inc. which through its innovations in user interface design managed to command a significant market share in the PC market, as well as becoming the most profitable smartphone company. He also gives the example of Google, the leading search engine in the world, and how the company has achieved great success as the result of its culture of innovation. According to Morris, Google’s success can be attributed to two major innovations. The first was its “PageRank system, developed in 1995, an algorithm for internet searches that returned better results than any other search engine at the time” as the result, many competitors such as Ask.com gave up on the competition. Secondly, “when Google’s leaders realized in 2000 that they could sell advertising space at auction in conjunction with key words that Google users searched for,