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Please join us in welcoming Paula Gray, Anthropologist in residence, AIPMM as she shares her thoughts on recent Product Innovation Portfolio research conducted by AIPMM and Accept.
A recent study conducted by Accept Corporation and the AIPMM (Association of International Product Marketing & Management) found that though industry executives view innovation as a key to success, they aren't happy about how they manage the process. The study found that even though companies may be at the cutting edge of technology, 85% of them are stuck back in the 90's using manual tools like MS Excel and MS Power Point to manage the innovation process. They also note that they struggle making decision about what to keep or toss and reconciling bottom up and top down plans. What's wrong with this picture?
The findings left me wondering how much of a priority innovation can be to the survey respondents. If they claim it is a priority and key to success, why isn't priority given to the execution of the process? What we see is a marked difference between what these executives say is important and where they actually focus their resources. This leads to a bit of cognitive dissonance as the beliefs and behaviors appear to conflict.
As a business anthropologist I can clearly see that changes need to be made in the way innovation is managed in order to capitalize on this crucial process. In order to support innovation in business, effective systems and processes need to be in place. Perhaps this very telling survey is a call to action to those who claim to make innovation a priority. It's time to roll out the next generation of methods, tools and processes to give innovation the role it deserves.
Paula Gray [ Follow on Twitter: @PaulaGray ]