Consumers at the heart of innovation: different shades of a new spectrum
Raymond CrookResearch International, Australia
Sunanda BrahmaResearch International, Singapore
Helen WingResearch International, United Kingdom
INTRODUCTION
Innovation is one of the greatest challenges facing business today. Companies everywhere are under increasing pressure to both come up with the next big idea and get it to an ever-changing market faster than ever before. Michael Porter has commented that “innovation is the central issue to economic prosperity”.
There has been a marked increase in investment in R&D over the years and some studies have suggested this growth may now...