Trends Report

Being Innovative Means Moving Beyond The Hype

B2B Tech Vendors Need To Focus Innovation On Strategy, Management, And Metrics

August 12th, 2009
With contributors:
Thomas Mendel, Ph.D. , Edward Radcliffe

Summary

In a recent survey of technology strategy and marketing professionals, more than 84% said that "providing more innovative products and services" is a primary goal for their organizations given the current economic climate. The data shows just how important innovation remains for the technology industry, even during difficult times. Despite the interest in innovation, however, it's relatively rare for companies to manage and measure innovation in a disciplined manner: Our data shows that few companies use innovation management tools, have dedicated innovation leadership, or have methods to collect ideas from their employees. This document explores several areas of innovation — including definition, management, metrics, and outlook — and challenges strategists to question exactly what they mean when they say innovation is a priority. We think such questioning will go a long way toward making their strategic goals a reality.

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