Монетизация инноваций. Как успешные компании создают продукт вокруг цены

Russian Edition of Monetizing Innovation

Innovation is the most important driver of growth. Today, more than ever, companies need to innovate to survive.

But successful innovation – measured in dollars and cents – is a very hard target to hit. Companies obsess over being creative and innovative and spend significant time and expense in designing and building products, yet struggle to monetize them: 72% of innovations fail to meet their financial targets – or fail entirely.

Many companies have come to accept that a high failure rate, and the billions of dollars lost annually, is just the cost of doing business. Monetizing Innovation argues that this is tragic, wasteful, and wrong. 

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