...Wendi R. Bukowitz Purpose This case aims to describe what innovation looks like and how it works in Fidelity Investments, a financial services organization that is large and decentralized. Design/methodology/approach The case looks at how the firm's internal consultants introduced...

... process, managers and software engineers work together to develop a common understanding of the technical underpinnings needed to deliver the base product, as well as the add‐on components needed to deliver customized products. Customization Complexity theory Financial services Mass customization...