The Promise of Targeted Innovation

Book description

The biggest consumer goods companies shell out more than $1 billion a year for R&D but lately have seen no appreciable impact on their sales. That’s troubling for companies whose growth has plateaued in recent years. In contrast, some smaller competitors that spend less on R&D — but do so more shrewdly — have seen a significant boost in sales. In this sector, innovators needn’t bet big to reap returns.

Product information

  • Title: The Promise of Targeted Innovation
  • Author(s): Marcel Corstjens, Gregory S. Carpenter, Tushmit M. Hasan
  • Release date: January 2019
  • Publisher(s): MIT Sloan Management Review
  • ISBN: 53863MIT60207