Adapting to disruption and sustaining profitable growth will require companies to innovate new
product and service offerings and efficient processes for bringing these to existing and new markets.
Tier 1
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What are the new business models affecting marketing (e.g., the sharing/gig economy, new
distribution channels, subscription services, “as a service” offers, etc.)?
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How important is product innovation? Should it be internally driven (as a function of R&D) or in
response to ML customer mining (or some optimal combination)?
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What is the tradeoff between innovation and strengthening the base?
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How should firms realign for innovation and faster go-to-market?
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Should consumers be involved in the co-creation of product and content and, if so, how?
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What does “experience innovation” look like?
Tier 2
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What technologies enable the co-creation of the brand and product experience, and is this
good for brands?
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How can data be leveraged to identify new-to-the-world innovation?
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How should firms decide whether to partner, make or buy to accelerate commercialization?