Innovation In Marketing: Customer Insight At The Core

Topics:
Social Networking
Tags:
B2B,
Strategy,
Risk,
Marketing,
Management,
Leadership,
Internet,
Innovation,
E-business/E-Commerce,
York University
Source:
York University

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Overview: Marketers see deep customer insight as a core process that can drive innovation in an organization. Translating this insight into innovation also requires having organizational alignment on goals, and an organization that supports effective cross-functional work. For business-to-business marketers, deep customer knowledge can provide the basis for choosing which customers to focus on, as well as unlock opportunities to create new value for the customer through innovation. Customers assume risks by buying innovative products. For businesses, these risks can be quite substantive. Marketers can reduce the barriers to adoption by reducing the risks to customers. Some businesses are working to innovate by becoming "Greener", a complex challenge because of the difficulty in evaluating environmental impact over a product's lifecycle.

(Is this item miscategorized? Does it need more tags? Let us know.)

Format: PDF | Size: 183KB | Date: Oct 2006 | Pages: 8

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