Organisations with less senior management
involvement in the new product development process generate 80pc more
new product revenue than those with heavy involvement from the top, a
new Nielsen study of the innovation processes at 30 large companies in
the United States suggests.
The study found that companies that have less senior management input in the creative process and employ other innovation practices gain on average 650pc more revenue from new products compared to companies that do not.
“New product innovation is a top priority of every major company CEO, yet success varies so widely that it’s absolutely critical to understand what drives successful innovation and what undermines it,” said Tom Agan, senior vice-president and managing director, The Nielsen Company. “Once you understand it, then you need to ask yourselves, are we living it?”
To read the full, original article click on this link: SiliconRepublic.com: Senior management stifles innovation – Nielsen - R&D
Author: Grainne Rothery
