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Innovation and Best Practice
for Business Success

Established 1967



Customer Innovation

Customer Innovation

Customer-centric Strategy for Enduring Growth

Marion Debruyne

£29.99

Customer Innovation presents a unique case for positive change in the way your company does business, combining market orientation with innovation to drive success.

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About the book

A new set of organizations has discovered a new formula: they combine customer-centricity with innovative power. These organizations have created a completely outside-in approach to the market. Not driven by what they're good at, they start with the market and design their strategy around it, replacing practices of the past with a new set of capabilities which enable them to be ahead of the curve in discovering new market opportunities. Whereas the traditional value chain model regards the market as the end-outcome of the efforts of the organization, the reversed value chain model starts there. The customer is the starting point and the value chain is the result of understanding customer needs and requirements. Customer Innovation presents this unique case for developing the outside-in organization to drive your business success, combining market orientation with innovation to enable actionable positive change in the way your company does business.

Winner of the Innovation and Entrepreneurship category of the 2015 CMI Management Book of the Year Awards, Customer Innovation provides every business with the framework it needs to combine customer focus with innovation to achieve success. It is packed with real world examples from a range of leading global companies including Disney, Coca-Cola, LEGO, Eurex, Netflix, KLM, Carglass, Komatsu, Callebaut and more to help you put market awareness at the heart of your business.


Table Of Contents

    • Chapter - 00: Introduction: Connect-convert-collaborate;
    • Chapter - 01: Connect using the first lens: Zooming into the customer: five practices;
    • Chapter - 02: Convert the first lens by innovating every day: Be a moving target, not a sitting duck;
    • Chapter - 03: Collaborate with customers: Put customers at the core;
    • Chapter - 04: Connect using the second lens: Zooming out beyond the product;
    • Chapter - 05: Convert using the second lens: Create customer solutions;
    • Chapter - 06: Collaborate along the value chain: Closing the gap;
    • Chapter - 07: Connect using the third lens: Avoid the trap of myopia;
    • Chapter - 08: Convert the third lens in business model renewal;
    • Chapter - 09: Collaborate in flexible ecosystems;
    • Chapter - 10: The playbook for enduring customer-based growth: Three essential capabilities



Reviews

Will stand the test of time.
Beverly Landais CMgr FCMI (CMI Management Book of the Year judge)

I've already thought of a couple of people I will recommend this book to.
Philip Crisp CMgr FCMI FIC CMC Chartered FCIPD (CMI Management Book of the Year judge)

Companies can be customer-focused and innovative at the same time, the author contends, and she illustrates how they can use an outside-in approach by starting with the market and designing a strategy around it by building and changing based on the customer. She details a model that involves connecting with the market to anticipate changes based on customer needs, converting customer insights into change, and collaborating with others where capabilities fall short using three lenses: focusing on existing customers, considering the entire path customers take to accomplish an outcome that a product helps them realize, or capturing the signals from emerging change in the periphery of the market.
Book News, Inc.

The essence of customer innovation is that the organization and its ecosystem are a united force in addressing a market demand. The book gave me several ideas which could be applied in my own business context, particularly with regard to collaborating with customers in developing innovations. I have read several books on innovation recently, and this is one of the best.
John Gibbs, Leading Business Books

Does a fantastic job of tying together a number of what some would consider disparate pieces of the puzzle into a cohesive formula to achieve customer centricity. If you are a leader in charge of driving customer-focused change, then this book is an absolute must-read.
Customer Centricity, Inc.


Book Details

  • EAN: 9780749471644
  • Edition: 1
  • Published: 3rd May 2014
  • Paperback
  • Dimensions: 234x156
  • 264 pages

About the Author

Prof. Dr. Marion Debruyne is Associate Professor and Partner at the Vlerick Leuven Gent Management school. She is Director Masters Programs as well as academic director of the executive open enrollment program 'Product Management'. She also teaches the Marketing Management course in the full-time and part-time executive MBA programmes. As a speaker and coach, she has ample experience within multiple industries ranging from pharma & healthcare (J&J, Merck, UCB, Agfa, Abbott) to industry (DSM, Umicore, ETEX, Aliaxis,Johns Manville etc.) to financial services (BNP Paribas, KBC, ING) to consumer products & services (Kraft, Philip Morris, Macintosh, Securitas). She is also independent member of the Board of Directors of Kinepolis and Recticel.


Marion Debruyne


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