Harnessing consumer insight to drive innovation

Aunia Grogan and Vivek Banerj

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

Driving innovation
Managing the marketing function
Behavioural research
Strategy

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...

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