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2019 | OriginalPaper | Buchkapitel

Hidden in Plain Sight: How to Create Your Company’s Next Big Growth Strategy: 10 Years Later

verfasst von : Erich Joachimsthaler, Agathe Blanchon-Ehrsam, Markus Zinnbauer

Erschienen in: Marketing Wisdom

Verlag: Springer Singapore

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Abstract

In 2007, we created the Demand-first Innovation and Growth model (DIG).This framework proposed a systematic, repeatable process to help brands identify the biggest opportunities for innovation and growth hidden in plain sight. By creating an innovation playbook and accompanying strategy, companies could then effectively leverage those opportunities for substantial new growth.

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Vorheriges Kapitel How Leading Brands Deliver Marketing with Meaning

Nächstes Kapitel The Four A’s of Marketing

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See Joachimsthaler (2007); Joachimsthaler (2008a, b); For additional examples on the recent literature on blind spots, see: Baird (2015), Kerle (2014).

See Hamel and Tennant (2015). Another study of 519 American, British and French companies found that fewer than half of the surveyed executives believe they have an “effective approach to new product development or are seeking innovation effectively: Koetzier and Alon (2013).

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Diener and Tay (2013). For some detailed descriptions of the methodology: Thomsen et al. (2011); Young (2008).

Joachimsthaler (2007), p. 105.

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Titel: Hidden in Plain Sight: How to Create Your Company’s Next Big Growth Strategy: 10 Years Later
verfasst von: Erich Joachimsthaler
Agathe Blanchon-Ehrsam
Markus Zinnbauer
Verlag: Springer Singapore
Buch: Marketing Wisdom
Print ISBN: 978-981-10-7723-4

Electronic ISBN: 978-981-10-7724-1

Copyright-Jahr: 2019
DOI: https://doi.org/10.1007/978-981-10-7724-1_5