Marketers are
constantly on the look-out for avenues that can drive exponential business
growth and lead to success in the marketplace. Innovation, rather the creation
of breakthrough innovation, may well be that winning formula.
True
innovation involves creating a breakthrough offering even before consumers
articulate or realise that they want it”. Second, more than half of India’s
marketers evaluate innovation success too fast, sometimes within a twelve month
time-frame. Lastly, sustainable and profitable innovation needs a long term
outlook, and as much as 80% marketers focus on near term priorities.
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