Harnessing consumer insight to drive innovation
Aunia GroganMcKinsey & Company, United Kingdom
Vivek BanerjiMcKinsey & Company, United States
AN ORGANIZATION'S GREATEST CHALLENGE WHEN INNOVATING IS OVERCOMING INTERNAL BARRIERS
As many markets approach maturity, the pressure to innovate is becoming ever more intense. Within organizations, and in the broader investment community, there is widespread acceptance that the only way to consistently outstrip organic growth rates in most market sectors is to develop new products or services, and/or innovative ways of producing and delivering existing offers to the market. The rewards of getting it right are indisputable; Proctor & Gamble...