New Book: Exploring Commercial, Social, and Digital Innovation from the Customer Perspective
The traditional narrative of innovation often centers around the firm, overlooking the role of the customer as the ultimate judge and beneficiary of innovations. This book challenges the firm’s right to define innovation, advocating instead for a customer-centric approach.
New Paper: How to Be innovative as a company in an aging society
We propose a framework to clarify factors shaping consumers' perceptions of firm innovativeness—and how these inform innovation strategy. Factors include visible customer-facing signs and less visible, behind-the-scenes elements.