Commitment 8: Continuously Innovate

Yasushi Kusume and Neil Gridley

Chapter 8 in Brand Romance, 2013, pp 113-124 from Palgrave Macmillan

Abstract: 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.

Keywords: Innovation Activity; Radical Innovation; Incremental Innovation; Continuous Innovation; Philanthropic Activity (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-36901-7_9

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DOI: 10.1057/9781137369017_9

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