WisconsInnovation

Recent research by the Nielsen company (a long-time benefactor of the WSOB) provides new evidence that senior managers of CPG firms are more likely to harm (rather than help) innovation. Interestingly, a firm's innovation efforts seem to be harmed by even being physically close to to a firm's headquarters. Although this news release doesn't provide an explanation for this effect, it is likely that most senior managers share little in common with their firm's average customers. Thus, they are likely to have little direct knowledge of their customers' needs. To address this knowledge gap, a growing number of CPG firms such as P&G and Kraft are allowing their customers to become more actively involved in the innovation process.