Measuring Your Return on Innovation

Kuczmarski, Thomas D.
March 2000
Marketing Management;Spring2000, Vol. 9 Issue 1, p24
Cost reductions and incremental product improvements are no longer the way to revenue growth and greater profitability. Measurement of "return on innovation investment" (R2I), the capstone of a series of innovation metrics tools, will enable executives to manage the greater risks inherent in truly innovative new products and services. Additional metrics for monitoring various performance and process dimensions of innovation initiatives feed into the R2I "roll-up" number. A step-by-step guide will help executives manage the measurement of innovation. INSET: A Guide to Managing the Measurement of Innovation.


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