Analysis

May 7, 2019

Big corporates are only interested in “innovation theatre”

Startup disruption is a key motivator for corporate innovation in Europe, but a new survey shows big companies still turn their backs on startups.


Carly Minsky

4 min read

Big European companies talk a lot about startups and innovation, but the majority of the work seems to be what Scott Campbell, director of Deloitte Ventures, calls "innovation theatre", i.e. innovation work that is being done to showcase that some kind of innovation is happening, but which doesn't generate any tangible outcomes.

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Chart showing what triggers innovation at large European companies, from Deloitte's Innovation in Europe Survey 2018-2019
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Chart showing how large European companies tap into external innovation sources, from Deloitte's Innovation in Europe Survey 2018-2019
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