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.
