Marketers are constantly on the look-out for avenues that can drive exponential business growth and lead to success in the marketplace. Innovation, rather the creation of breakthrough innovation, may well be that winning formula.
True innovation involves creating a breakthrough offering even before consumers articulate or realise that they want it”. Second, more than half of India’s marketers evaluate innovation success too fast, sometimes within a twelve month time-frame. Lastly, sustainable and profitable innovation needs a long term outlook, and as much as 80% marketers focus on near term priorities.