The Costs And Benefits Of Marketing Innovation Labs

Marketing innovation labs are all the rage. Companies including Staples, Wal-Mart, Mondelez International, Nike, Comcast, Nestlé, Chick-fil-A, and many more have developed innovation labs to accelerate their businesses. The goals range from driving marketing and digital innovation culture change to creating new business models, products, and services that deliver new revenue streams. This report analyzes the benefits and challenges of marketing innovation labs. It will also discuss the types and locations of innovation labs that companies have created to date as well as their goals and objectives. To help you determine if an innovation lab is right for your organization, we provide a road map and best practices for creating your own innovation lab as well as a process to deliver winning results for your organization.