Harnessing consumer insight to drive innovation

Why is innovation such a struggle? The greatest challenges most organizations face when innovating lie within their own organization, people and working practices.

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...

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