INNOVATION, NPD AND COMMERCIALIZATION

    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 • What are the new business models affecting marketing (e.g., the sharing/gig economy, new distribution channels, subscription services, “as a service” offers, etc.)? • 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)? • What is the tradeoff between innovation and strengthening the base? • How should firms realign for innovation and faster go-to-market? • Should consumers be involved in the co-creation of product and content and, if so, how? • What does “experience innovation” look like? Tier 2 • What technologies enable the co-creation of the brand and product experience, and is this good for brands? • How can data be leveraged to identify new-to-the-world innovation? • How should firms decide whether to partner, make or buy to accelerate commercialization?