Marketing Strategy – Three Ways to Co-Create Business Value (and New Products and Services) via Adaptive Innovation : MarketingProfs Article

Developing new products and services in today’s economy requires a process of adaptive innovation—in other words, the ability to adjust to the fast-changing needs of target markets. For that reason, it begins at the edge of the business, with the people closest to the customer—or with anyone else receiving value from the company. Customers are …

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