One Part Resonance One Part Edge: How Philips Built a Better Business With a New Recipe For Validating Consumer Insights

Philips transformed its business from being technology driven to consumer driven, recognizing that this was their best strategy to create breakthrough products and winning communications programs.

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...

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