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For CMO Professionals

How CMOs Lead Consumer-Driven Innovation In Tough Times

Improve The Effectiveness Of Innovation — Don't Eliminate It

May 5, 2009


  • By Lisa Bradner
  • with Christine Spivey Overby,
  • Erik Hood,
  • Jennifer Wise

Why Read This Report

In the face of budget cuts and reduced consumer spending, innovation may seem like an easy line item to slash. However, smart marketers realize that a strong innovation pipeline provides a strategy for emerging from this recession better positioned than before. To help you get the most return on your innovation spend, Forrester provides a glimpse of how some marketing leaders are reinventing innovation from the inside out and the outside in.

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Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

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