The Center For Marketing and Innovation Studies

Click here to downoad the 2009 MKG + INV 100 report


MKG + INV

 

One of the many themes Peter Drucker wrote about was the need for organizations to combine both marketing and innovation in order to create value: "Because its purpose is to create a customer, the business has two - and only two - functions: marketing and innovation. Marketing and innovation create value, all the rest are costs." 

 

Why is it that both marketing and innovation are required to create value? The reasons are simple. Not only should an organization be capable of developing ground breaking innovations but those within an organization must also be adept at: (1) identifying market opportunities; (2) successfully launching new products by demonstrating to consumers how new products meet unmet consumer needs or better satisfy existing needs; (3) building consumer demand for the new products; and (4) developing and nurturing brands once the new products are in the market. 

 
Our goal at the The Center for Marketing and Innovation Studies is to identify and examine organizations that combine marketing and innovation to create value. You can download the 2009 MKG +INV 100 report by clicking the link at the top of this page. Make sure you bookmark and revisit our website periodically as we have a full research agenda and white papers will be released as they become available.

Jenny Darroch
Director of the Center for Marketing and Innovation Studies
PO Box 1389, Claremont, CA 91711, USA
Email: Jenny@CenterForMarketingAndInnovationStudies.com or JennyDarroch@gmail.com

Who is Jenny Darroch? Click here to download a brochure.