Despite increased business investment in innovation, only 18 percent of executives believe their company's innovation efforts deliver a competitive advantage, according to an Accenture study that also revealed a risk-averse approach to product and service development.
Innovation in consumer packaged goods isn't a luxury in today's competitive market - it's a necessity. In an uncertain economic environment, most companies are struggling to achieve organic growth. "Driving both the top and bottom line has been elusive," says Girish Gulvady, director of integrated demand management and food service planning with Campbell Soup Co. "Innovation is filling that void."
