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Manage customer-centric innovation--systematically.

Larry Selden1, Ian C MacMillan

  • 1Columbia Business School, New York, NY, USA. ls49@columbia.edu

Harvard Business Review
|April 4, 2006
PubMed
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Customer-centric innovation (CCI) shifts R&D from labs to frontline employees, focusing on customer needs for sustained growth. This approach bridges the gap between business plans and market expectations, driving profitable innovation.

Area of Science:

  • Business Strategy
  • Innovation Management
  • Marketing Research

Background:

  • Companies often fail to achieve sustained, profitable growth despite R&D investments.
  • A significant gap exists between corporate growth plans and market expectations.
  • Traditional R&D approaches, isolated from customer input, hinder market-aligned innovation.

Purpose of the Study:

  • To outline a systematic approach for achieving sustained, profitable growth through innovation.
  • To introduce and define Customer-Centric Innovation (CCI) as a solution to the growth gap.
  • To detail the components of a rigorous customer R&D process within CCI.

Main Methods:

  • Developing a customer R&D process focused on understanding customer needs and value propositions.

Related Experiment Videos

  • Integrating frontline employees into the innovation and customer understanding process.
  • Utilizing case studies, such as Tumi, to illustrate a step-by-step CCI implementation.

    • Main Results:

    • CCI fosters continuous improvement in customer value propositions.
    • Enhanced communication and delivery of value propositions to customers.
    • Innovation efforts are decentralized from headquarters to customer-facing personnel.

    Conclusions:

    • Customer-centric innovation is essential for bridging the growth gap and meeting market expectations.
    • A rigorous customer R&D process, involving frontline staff, drives profitable and sustained growth.
    • CCI enables companies to create and deliver superior customer value, leading to market success.