Summary
Consumers are still left out of new product development — despite two facts: 1) An estimated 80% of new products still fail, and 2) digital technologies present an open door to learning what consumers want and need. Marketers must take the lead on integrating the customer into the new product development process on three critical dimensions: discovery, design, and deployment. To spearhead their internal process innovation, marketing leaders should get CEO buy-in to appoint a Consumer-Driven Innovation champion.
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