One Part Resonance One Part Edge: How Philips Built a Better Business With a New Recipe For Validating Consumer Insights
Alex Batchelor, Federico Trovato
INTRODUCTION: AN ORGANIZATIONAL SHIFT IN A MAJOR ORGANIZATION
Philips was in trouble. For years it had prided itself on being first and foremost an engineering company. Indeed, every CEO in the history of the company had come from either the corporate research, lab research or research and development departments. However, the company that had developed so many of the twentieth century’s technological advances was beginning to realise that it was not connecting with the people it...