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Innovation & NPD

At a time of rapid developments in tech, innovation – whether through new products, enhanced services or application of new technology – is high on the corporate agenda. Current drivers of innovation include the emergence of Artificial Intelligence and the Internet of Things, while the emergence of category-disrupting tech brands (Uber, AirBnB) has made some advertisers rethink the rules of their sector. For manufacturers, new product development, including the launch of brand extensions, also remains a priority in driving profitable growth.

Key Reading

Important papers from across the Warc database

Innovation - the practice of identifying and implementing new products, services and business models – falls into four broad approaches that can help deliver the transformative growth that so many organisations seek.
Practical steps for marketers to take advantage of this growing trend.
Inside the NPD process and how to ensure its success.
Guidance on how brands can add value to consumers' lives.
How co-creation can strengthen consumer insight and guide NPD.
How disruptive innovation creates a new market and value network within a category.
A look at the potential that a connected network of devices and objects could bring.
How AI is changing marketing and what the future might hold.

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