Join us for a discussion of “Countering Commoditization Through Innovation Challenges for European B2B Companies,” an IRI Research-Technology Management (RTM) Lunch & Learn Discussion with Keith Goffin.
He will discuss the Commoditization-Innovativeness Matrix, a diagnosis tool that enables B2B companies to identify actions that can counter commoditization.
Keith Goffin is Research Professor at the Stockholm School of Economics, Sweden, and Emeritus Professor of innovation and new product development at Cranfield School of Management, UK. Prior to joining academia, he worked for 14 years in marketing and new product development for Hewlett-Packard. His research interests include new methods of market research, innovation strategy, and knowledge management in R&D. He has published extensively in academic journals, and he recently published the third edition of his book Innovation Management: Effective Strategy and Implementation. He teaches at several European business schools and acts as an innovation consultant to multinationals and mid-sized companies.
Goffin will present key findings from his paper published in RTM Volume 64, Issue 4.
