The breakthrough innovation report

This report identifies and celebrates successful innovation in the marketing of new products in the US, taking a longer term view to determine success.

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...

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