Duboff, Robert S.
March 2008
Marketing Management;Mar/Apr2008, Vol. 17 Issue 2, p26
There is continuing pressure on businesses and marketing to be more "innovative." The word is even one of the most frequently used with marketing--with more than 13.2 million hits for the combination on Google. Yet, despite all the buzz, the track record is bleak. That's because most of the focus has been misdirected; the issue is not about better inventions or more creativity. What is needed is a new paradigm: a combination developing the concepts and how they will be communicated. There's been too much focus on the end products of innovation, and too little on the process of getting it to market the right way.


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