The breakthrough innovation report
Introduction
Innovation holds a near-mythical status in the marketing world. Rare, elusive, unpredictable — innovation nevertheless remains an engine of sustained profitable growth. Innovation is mission-critical and difficult; it is also expensive: in the US, first-year marketing expenditures alone average $15 millioni per initiative.
Given these baseline conditions, figuring out how to improve the odds of success is both a strategic and financial imperative.
For decades, Nielsen has served as a partner and advisor to many of the world's best consumer-facing firms. It is our job to arm companies with information, insights and expertise...