Abstract:

Once again, we argue that the failures [of innovation] are really not random at all: They are predictable and avoidable: if managers get the categorization stage of theory right. Of the many dimensions of business building, the challenge of creating products that large numbers of customers will buy at profitable prices screams for accurately predictive theory. (Clayton Christensen, 2003) When Professor Christensen wrote this in 2003 he could not foresee how relevant the message would become five years later when we face a fierce global economical crisis. The vicious circle -- created by the immense pressure on innovation budgets and the need to deliver success at the same time -- is forcing us to step back for a moment to review our existing innovation logic. The presentation outlines a set of principles that will guide innovation effectively and efficiently. It highlights on the need to apply a holistic approach that encapsulates consumer research methods, disciplined process and the human component into a mixture that makes companies win.