Measuring Marketing-Led Innovation

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The recent article "How do you Measure Innovation?" from MarketingNPV Journal takes a closer look at some credible, practical ways to measure innovation. Three different innovation measurement frameworks are reviewed, including: Portfolio Management, Pipeline Management (Stage/Gate Process) and Valuation. Each approach is explored using case studies from companies including GE, Ethicon Endo-Surgery, Inc. (a division of Johnson & Johnson), and Lego.

With marketing budgets under scrutiny, marketers continue to look for way to link their investments to the bottom-line.

Innovation is front and center within the marketing strategy landscape. But while the strategic imperative for innovation may be clear, defining an effective approach to measuring innovation continues to pose daunting challenges.

The recent article "How do you Measure Innovation?" from MarketingNPV Journal takes a closer look at some credible, practical ways to measure innovation. Three different innovation measurement frameworks are reviewed, including: Portfolio Management, Pipeline Management (Stage/Gate Process) and Valuation. Each approach is explored using case studies from companies including GE, Ethicon Endo-Surgery, Inc. (a division of Johnson & Johnson), and Lego.

"Measuring marketing efforts is critical to the success of every company, and promoting effective innovation is a key part of that," says Pat LaPointe, Managing Editor of MarketingNPV Journal. "With marketing budgets under scrutiny, marketers continue to look for way to link their investments to the bottom-line."

For the complete article visit http://www.MarketingNPV.com where you can also view and download for FREE five full years of in-depth articles, webcasts, and blogs all focusing on the topic of measuring marketing.

MarketingNPV is a highly specialized advisory firm that links marketing expenditures to financial value creation, providing continuous improvement in the effective and efficient allocation of marketing resources. The firm uses processes and tools tuned to measure the payback on marketing investments, track the right marketing metrics, and forecast the economic impact of changes in marketing strategy or tactics. MarketingNPV maintains the world's largest online archive of articles and resources focusing on measuring marketing, and publishes MarketingNPV Journal quarterly.

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Tina Anagnostis
(908) 439-2891

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