Executive Summary (This is a document excerpt)

Seismic consumer trends related to price, loyalty, brand awareness, and emerging markets are threatening the revenue and margin growth of consumer products (CP) companies. But today, CP firms do not have the optimal processes or technologies to convert consumer insights into profits. To remain relevant, these companies must master a new approach — called consumer-focused innovation — in which consumers play an active role in process redesign, product development strategies, and new channel development. Brands that learn to identify consumers' latent needs and partner with retailers for "entwined" outcomes will avoid the commodity death spiral.