Marketing Innovation

In an ideal world, marketing innovation would be built upon a solid foundation consisting of:

• A validated business model.
• A portfolio of products and services carefully designed to meet well-understood customer needs.
• A set of optimized resources and business processes that minimize costs and maximize quality.

In fact, the Innovation@Work 3.0 Marketing Innovation Track has been designed to meet the needs of users who have undertaken the full end-to-end business innovation program. However, there is also a role for stand-alone marketing innovation. When we refer to this kind of innova­tion, we are talking about innovation that’s focused on maximizing profitability in the short and medium term, within the constraints imposed by existing product or service delivery capabilities.