Lifting the ROI of Innovation Efforts: Follow the Money

Presented by

Kevin J. Clancy, Ph. D., Chairman of Copernicus Marketing Consulting & Research

About this talk

No one disputes the importance of innovation, yet most executives aren't exactly thrilled with the current returns they achieve on their innovation investments. In this two part-series, Kevin J. Clancy, chairman of the research-driven marketing consulting firm Copernicus, will tackle what he sees as two key problem areas that drag ROI results down: (1) ensuring companies have a profitable new product/service concept and strategy and (2) keeping the marketing plan on track with strategy. In part 1, Kevin will cover clever research tools widely available today that help marketers identify and configure high return products, services, and marketing strategies BEFORE spending a dime in the real-world.

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