The ability of lvy Ross's team to conceptualize and implement its goals quickly was,in part,due to its flexibility in developing new ideas and its empirical background research. However,for future innovation efforts, she might want to think about using a more structured team with clearly defined roles. this more structured team approach could help better guide and direct marketing strategies as it would give more focus to capturing not only a new customer base of girls. not only would such a team be able to innovate products,it would help to ensure a successful product launch into the marketplace.