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| Author: | Kuczmarski, T. D. |
| Title: | Measuring Your Return on Innovation |
| Journal: | Marketing Management
2000 : SPRING, VOL. 9:1, p. 25-32 |
| Index terms: | INNOVATION MEASUREMENT CHIEF EXECUTIVE OFFICERS MARKETING MARKETING MANAGEMENT |
| Language: | eng |
| Abstract: | Cost reduction and incremental product improvements are no longer the way to revenue growth and greater profitability. Measurement of "return on innovation investment", 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. The author of the article states that innovation metrics, enabling executives to better measure and manage risk, will spawn a new age of innovation. |
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