Innovation matters

Research by Accenture of 3,500 consumers in five countries (USA, UK, France, Germany, Spain) has shown that companies that forego innovation in difficult economic times, in favour of cost-cutting, can be missing opportunities to capitalise on areas consumers identify as ripe for increased spending.

Innovation Matters

John ZealleyAccenture

Recent experience has heightened some marketers' concerns over saturated markets and the willingness of jaded consumers to value innovation. However, recent research by Accenture indicates that there remains...