Internal Marketing

chapter seven

Innovation and internalmarketing

Introduction

New products are central to corporate growth and prosperity. An estimated 40 per cent of sales come from new products¹. Providing value and winning customers has, over time, remained the major challenge. To do this, companies must quickly and accurately identify changing customer needs and wants, develop more complex products to satisfy those needs, provide higher levels of customer support and service, while also utilizing the power of information technology in providing greater functionality, performance and reliability. Improved innovation is one of the major strategic ways of making this happen.

Unfortunately, as Cooper et al.² note:

   one product concept out of seven becomes ...