What Does Your Most Important Customer Want?

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Abstract:

It's easy to say that success in innovation is a key driver of future growth and profitability—but it's not so easy to accomplish that innovation. After assessing the level of Alcan Pharmaceutical Packaging's potential for value innovation by using the Value Innovation Assessment Tool, Alcan recognized that it needed to develop a customer-centric innovation process that could be used by the entire organization. Internal champions launched a 12-step process to develop innovation–opportunity insight with customers across the value chain. One outcome was an expanded view of the types of jobs that packaging could be hired to do.

Keywords: CUSTOMER RESEARCH; DISCOVERY; VALUE INNOVATION

Document Type: Research Article

Publication date: March 1, 2007

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