How to Measure Innovation
Published 9/15/2009
Author:
Summary
Over the past few years, innovation has moved front and center within the marketing strategy landscape. More than ever, CEOs are looking for innovation to play a predominant role in their firms' organic growth strategy.
While the strategic imperative for innovation may be clear, defining an effective approach to measuring innovation- particularly marketing-led innovation, as opposed to new product development- continues to pose daunting challenges. For many organizations, the challenge is compounded by a lack of clarity regarding the objectives of innovation measurement effort.
© 2009 MarketingNPV
All Rights Reserved
MarketingNPV
AMA Content Partners
View this content