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Commitment 8: Continuously Innovate

In: Brand Romance

Author

Listed:
  • Yasushi Kusume
  • Neil Gridley

Abstract

For a brand to ensure and maintain its long-term sustainability, we believe it needs to continuously innovate. And that’s why we think it’s interesting to study some key findings from the Brand Innovation 2000 study, conducted by Profit Impact of Market Strategy (PIMS), with assistance from IMD for the European Brand Association – and offering evidence from 35 of Europe’s key brand builders (including Bacardi/Martini, Douwe Egberts, Electrolux, Kimberly Clark, Mars, Nestle, Philips, P&G and Unilever). What follows are some of the study’s findings.

Suggested Citation

  • Yasushi Kusume & Neil Gridley, 2013. "Commitment 8: Continuously Innovate," Palgrave Macmillan Books, in: Brand Romance, chapter 8, pages 113-124, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-36901-7_9
    DOI: 10.1057/9781137369017_9
    as

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