Most large CPG companies are obsessed with an innovation process that will increase, if not guarantee success. They want innovation precisely targeted and accelerated to a massive scale as rapidly as possible. A solution that requires massive launch and investment: The "big bet" solution.
In reality, innovation in CPG is more iterative, and tougher to accelerate. This article from Booz Allen illustrates that a smaller, but more profligate approach looks to be more successful.
The winner therefore appears not to be the "big bet", but the "hedged bet".
Thursday, June 4, 2009
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